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Market Research


12 reasons why dolls will continue to be important this Christmas

The stars of the holiday season (9)

  • Key4Communications

Compared to the last two years, it may seem that the category of dolls is in the doldrums in Spain. It is true that sales are down - according to the NPD Group, the category fell by 12.8 % in value until October, but we should also keep in mind that we come from two years in wich the Monster High phenomenon swept. For example, in 2012, compared with a fall of 10.6 % of the market, dolls closed 2012 with an increase in sales of 1.2 %, the category with best performance.

These classic toys will continue to weigh heavily on the upcoming holiday season, as not surprisingly, they remain the second category with more revenue, only behind preschool toys. These are some of the trends that we can detect in the market:

1. Although sales are down, we should not forget that in the top 10 toys in Spain per value, the 2nd, 3rd and 4th places are Monster High products.

2. And taking units into account, the Monster High Scaris assortment is the ninth best-selling toy while we can find the Hasbro Littlest Pet Shop in tenth position.

3. In fact, Fashion Dolls falls 27% not because sales are not good, but because Monster High are selling less, after a few years that NPD qualifies as of "vertigo". It is also true that Barbie and Nancy are in the red.

4. But Violetta appears in the fifth position and the Baby Dolls category grows by 16%. Mini Dolls falls, but less - 3%.

5. By the way, Nancy turns 45 years and counts not only with a new design, but also with a broad licensing programme that includes multiple product categories.

6. Of course, it is not the only doll with its own licensing programme - Monster High, Barbie, Pinypon, Lalaloopsy, Bratz and Bratzillaz, among others, also have brand extension plans.

7. The Express edition of the Spanish trade magazine Juguetes B2B has published a ranking of retailers’ forecasts for Christmas. The ten most voted dolls were:

Nancy makeup school (Famosa)
Monster High (Mattel)
The kitchenette of Nenuco (Famosa)
Barbie Butterfly (Mattel)
Nenuco tell a story (Famosa)
Monstrous Party (Mattel)
Zombies Princess (Famosa)
Barriguitas Restaurant (Famosa)
The Pinypon plane (Famosa)
Novi Stars Curl N' Coil (Bandai)

8. As we have published today, a survey of National Retail Federation shows that dolls occupy the top five positions of the favourite toys of American girls. These dolls are: Barbie, generic dolls, Monster High, Disney Princess, and (tied) American Girl and Lalaloopsy.

9. In fact, in the United States the category has grown 1% in sales between January and October, according to NPD, with Fashion Dolls increasing 6% thanks to new brands such as My Little Pony Equestria Girls and Sofia the First, in addition to others already on the market like Monster High, Doc McStuffins, and Lalaloopsy. And we should also keep an eye on Flutterbye Flying Fairy Doll from Spin Master.

10. In the UK and by value, the Monster High 13 Wishes are placed in the fifth position in the NPD ranking, while Barbie Hair Artist Doll is placed in the eighth place. The rest of the top 10 is occupied by electronic toys (tablets, Furby and other interactive pets), aside from Lego.

11. As we can see and despite fashions, dolls are classics toys that in one form or another will always be present on the shelves of stores and homes. The Egyptians, Greeks and Romans had dolls, although modern ones were first manufactured during the fifteenth century in Germany. And of course there have been dolls in all cultures - European, African, Native American and of course Chinese and Japanese, to name a few.

12. Another example of their importance - the British department store Debenhams released a list of the best-selling toys of the last 50 years. In first place were the Cabbage Patch Dolls, with Barbie in sixth.

Other stars of the holiday season:

1. Playmobil and the importance of long term thinking (10/3/2013)
2. Furby gets the pole position for the Christmas season (10/11/2013)
3. 12 licenses for Christmas (10/17/2013)
4. Why tablets for kids are a success (10/24/2013)
5. Lego - the value of being a specialist (10/31/2013)
6. Board games, updated classics (11/08/2013)
7. The online channel is increasingly important for toys (11/14/2013)

8. Toy stores, ready for the holiday season (11/21/2013)

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