The toy boom is likely to keep going, even after COVID is over. According to the NPD Group, lockdowns boosted toy sales in the U.S. 16% last year to more than $25 billion, and Hasbro reported seeing retail sales grow nearly 30% in January. While some toys tied to movie releases suffered from the closing of theaters, streaming content for Hasbro brands like Peppa Pig, Transformers, and Star Wars helped lift some of the demand. Thanks to The Mandalorian, sales of their Star Wars products were up 70% last year. Meanwhile, Mattel saw net sales up 10% in the fourth quarter from a year earlier, with global sales led by Barbie and Hot Wheels, which were up by 19% and 13%. Both companies predict that the families’ desire for toys will continue even as lockdowns start to ease, with Mattel reporting “gains in categories including dolls and toy cars came less from the pandemic than from long-running efforts to turn its brands around.” (WSJ)
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