GfK Japan has announced toy sale trends for the first half of 2018 (January to June) in general merchandise stores and internet sales. Toy sales in the first half of 2018 increased by 2% from the previous year. Girls toys and building sets saw the most growth.
Boys toys, which accounts for 40% of total toy sales, were down 5% from the precious year. Toy train sales rose by 32%, but the negative growth still rose for the first time in three quarters.
Female toys, which accounts for 20% of total toy says, increased by 9% from 2017. There was double-digit growth in some categories, such as dress up dolls. In addition, PreCure, which started airing its newest season in February, has been seeing strong growth with its new products.
Basic toys, which are 30% of toy sales, also increased by 8%. These toy series, such as Anpanman and Doraemon, have seen steady growth.
The Kamen Rider series toy sales have dropped since last year. Though the sales have dipped, it still remains in third place, the same as last year. Beyblade, which has been a top contender, has also dropped to fourth place in the ranking this year.
The toy market is highly influenced by character popularity and product development. Attention to these toys is always raised when new characters are released, or when existing characters see some kind of renewal. This will be important in the reports of sales for the second half of 2018.
Article Sources: Dengeki