Klosters Toy Supply Chain Newsletter February 1, 2021

Summary

• This Newsletter looks at the latest sales estimates 2017-2020 for the six largest toy markets and the five Continents and projects 2021.
• It assesses the U.S. toy market retail performance in December and January. Internationally, it particularly looks at the status of the French toy market.
• We look at the U.S. market share changes both for toy retailers and brick-and-mortar vs online between 2017 and January 2021.
• We consider how December and January toy sales performance in the U.S. impacts retailer inventories.
• We record shelf space changes at the end of January 2021 at Wal-Mart and Target overall and those for Fashion Dolls, Action Figures, Learning, Construction and Blasters.

This article is exclusive for subscribers of Business Intel On Toys.

Please note that we shall issue a new assessment of the Games and Puzzles Toy category in the course of January. This will be similar in methodology to the assessment made on this category September and it will measure market shares of all companies active in the space with market shares above 0.45% for the United States, Germany, France, Spain, China and Japan. This will be available to subscribers of the Newsletter, be that for January only or on a yearly basis. We also plan on issuing follow-up assessments on the other three categories – Action Figures, Dolls and Learning - each on a monthly basis starting in February

Page Index: 

Page #	Title #	Title	Comments
1	1	Toy Market worldwide outlook	Indicates toy market size at retail for six key toy markets as well as for all five Continents between 2017 and 2020 plus projection for 2021
2	2	Covid-19 Status worldwide	Covid status – cases and deaths – between end January 2020 and end of January 2021 for six key markets and five Continents
4	3	U.S. Toy Market	2020 U.S. toy market growth rates by NPD versus Klosters Trading; December sales decline; status of returns; price level of toys purchased; retailer inventory end year.
5	4	International Market	Focus on French toy market – size and growth; market share changes at retail; growing impact of French toy manufacturers
6	5	THE PIVOT FROM BRICK-AND-MORTAR TO ONLINE	Changes in consumer behavior causing changes in toy website traffic of major retailers between 2/1/2020 to end January 2021; toy retailer market share changes to end December 2020; changes in toy market share changes brick-and-mortar versus online to end December 2020.
9	6	U.S. TOY RETAILERS
9	6.1	Wal-Mart vs. Target	Toy retail space changes at both retailers between 1/27/2017 to 01/25/2021; implications for retail inventory; foot traffic at the end of January 2021
9	7	Fashion Doll Shelf Space	Shelf space allocated to leading toy manufacturers by Wal-Mart and Target between 9/25/2017 and 1/25/2021; shelf space allocated by the same two retailers to major IPs and Companies between 11/25/2020 and 1/25/2021
11	8	Action Figure Shelf Space	Shelf space allocated to leading toy manufacturers by Wal-Mart and Target between 9/25/2017 and 1/25/2021; shelf space allocated by the same two retailers to major IPs and Companies between 11/25/2020 and 1/25/2021
13	9	Construction Toys	Shelf space allocated to leading toy manufacturers by Wal-Mart and Target between 12/24/2020 and 1/25/2021
14	10	Outdoor Toys	Shelf space allocated to Blasters1between 9/25/2017 and 1/25/2020; shelf space allocated to all participating manufacturers between December 24,2020 and Januarym25, 2021
15	11	Learning Toys	Shelf space allocated to leading toy manufacturers by Wal-Mart and Target between 9/25/2017 and 1/25/2021; shelf space allocated by the same two retailers to major IPs and Companies between 11/25/2020 and 1/25/2021
16		Caution	Distribution Restriction