Results of the Christmas season and how to read them | Key4Communications |

Like every year, after the Christmas season, we are all waiting for the results. These results, these NPD data that take a photo of the campaign and the calendar year with some numbers, I have always maintained that they are vital to this and other sectors, and this year even more.

The key in the analysis of this photo is the good, correct interpretation and the objectively reading to be given to data without taking, however difficult, a position that is impartial.

The weight of the licenses in the toy industry, we need to understand that they have been dropping for years. This year -waiting for data from NPD-, the weight of the licensed toy should have a positive development.

Beyond this photo, the major licensed toys during the campaign have undoubtedly been Star Wars, Frozen and Peppa Pig. Following we find Mickey & Friends, Ninja Turtles, etc.

As we mentioned a few months ago, Star Wars could be the Christmas season license. And so it was, if we take the product of Star Wars and the co-licensing of Lego and Star Wars, it was the most powerful license of the year.

Frozen would be the second, as a great Disney brand that already is and will continue to be in the market. It won't be as important as last year, but it will have a strong turnover. We don't have to forget that there is not too much supply but there is a high demand.

Regarding licenses, the campaign has been aligned with the sector:
 
Significant weight of male licenses well above licenses with a more feminine positioning in number. Ninja Turtles, Spiderman, Transformers, Star Wars and Sendokai.
Licences have made the category of Action Figures one of the fastest growing segments -Ninja Turtles, Spiderman, Star Wars, Transformers or Sendokai-.
As for licenses with a more feminine approach, undoubtedly, the license of the campaign has been Frozen.

The weight of large companies

Disney seemed to have flooded all this Christmas season. A company that has about 50 billion dollars in licensed products and with a busy pipeline, I think it has a position not only of domination but almost of monopoly in the licensing market. If there were't Ninja Turtles and Peppa Pig, some retailers would look like Disney Stores.

Lego had a sensational year. This year also, the presence of Star Wars can make them get out of the map. Companies like Hasbro, with strategic alliances with Disney, may have great years ahead. Of course, they must know how to manage the large number of potential hits they have at hand.

Mattel needs to create strategic alliances to get revitalized. Dreamworks seems to be a candy wrapped for sale ... Cheer gentlemen ...

An extended version of this article is available on the number 213 of the magazine Juguetes B2B.