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09-07-2018, 02:33 PM | #1 |
Cobra Lab Rat
Join Date: Sep 2013
Location: California
Posts: 3,046
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Here's the NPD analysts toy report blurb. I finally dug through to check Paul "everything in Star Wars is always fine" Harrison's claims cause I don't trust him that much anymore.
--------------- Toy growth in the U.S. grew 7%, Mexico Brazil grew 15%, 11% respectively with strong collectible growth. Of note is the report is an Industry analysis and it says toy growth has been growing strong since 2012. Yeah, keep in mind this is despite Toys R Us imploding. ----- > At 17% growth Action figures grew the third most. #1 is electronics like Rc cars, robots and miscellaneous. That's cool >> Star wars Dropped 2 places, which is a big deal, the difference between #1 and #3 in sales is massive. >>> Dinosaurs gew 77%. . . . lol Hasbro, what the hell, no demand huh? #1 Global toy brand was L.O.L Surprise . . . . what the heck is that? (Sources) NPD Group's report for 1st half of 2018 https://www.npd.com/wps/portal/npd/u...the-npd-group/ https://www.npd.com/wps/portal/npd/u...8-reports-npd/ ------- I also dug through their reports to check their toys have continued to grow past 2012, but I could only find a blurb about 2017, which said U.S. toy sales were 1% in 2017, but that U.S. toy market already dwarfed the rest and was the World's largest and North American per capita spending was a ridiculous 37% on children. They could also be talking about toy sales in general, or per person since U.S. population is aging up like most developed countries. (Fewer children usually means fewer toys, Hong Kong's toy sales have stagnated for example, which is why Hk toy companies like Playmates started exporting to the U.S. in the 1st place) |
09-08-2018, 02:19 AM | #2 |
Darth_Henning
Join Date: Jul 2008
Location: Canada
Posts: 21,174
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Star Wars dropping to third in 2018 doesn't surprise me.
There was MAJOR backlash against TLJ which led to a lot of figures not selling regardless of quality. Most of the 4" figures are 5 POA which is as unwanted by most collectors of Star Wars as it would be by us. Then when they released SOLO there was precisely one wave of 6 inch figures, and perhaps two dozen 4 inch items at all. The vast majority of which didn't make it to most markets and people are still looking for at anything other than obscene markups. There really hasn't been much product to SELL on the action figure market which is a large part of Star Wars sales. |
09-08-2018, 08:16 AM | #3 |
Bald Master
Join Date: Apr 2011
Location: Wolverine Lake, MI
Posts: 15,129
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What action figures are resulting on 17% sales growth? Marvel? And is that measured in # of units or money I wonder? Probably 6” figures, too, I suppose.
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09-08-2018, 10:01 AM | #4 |
Christian Soldier
Join Date: May 2009
Location: Florida
Posts: 6,245
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I dig your lrrp oz
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09-08-2018, 10:48 AM | #5 |
Bald Master
Join Date: Apr 2011
Location: Wolverine Lake, MI
Posts: 15,129
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Thanks, Brother! They remain my fave custom project.
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09-08-2018, 11:45 AM | #6 |
Iron Grenadier
Join Date: Dec 2008
Location: S. Florida
Posts: 888
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Quote:
Star Wars dropping to third in 2018 doesn't surprise me.
There was MAJOR backlash against TLJ which led to a lot of figures not selling regardless of quality. Most of the 4" figures are 5 POA which is as unwanted by most collectors of Star Wars as it would be by us. Then when they released SOLO there was precisely one wave of 6 inch figures, and perhaps two dozen 4 inch items at all. The vast majority of which didn't make it to most markets and people are still looking for at anything other than obscene markups. There really hasn't been much product to SELL on the action figure market which is a large part of Star Wars sales.
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09-08-2018, 01:41 PM | #7 |
Great White Northerner
Join Date: Mar 2009
Location: Canadian Imperium
Posts: 1,432
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Quote:
I guess it’s not like they’re pushing this stuff as aggressively or openly as Disney is with Star Wars (it's more background noise than anything), but it’s still irritating, especially when the only collector who really seems to care about the idea of BFS figures having an overarching backstory in the first place is Justin Bell. |
09-08-2018, 02:54 PM | #8 |
I LIVE!
Join Date: Oct 2003
Location: Altus, OK
Posts: 6,087
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Okay, there is a lot to unpack and a number of key caveats:
1. NPD does NOT track online sales, nor do some key retailers (like Walmart) participate in that tracking. A notable instance Michael Pachter related was how NPD tracked mediocre sales for the first Pixar Cars game back in the day. NPD stated mere 500,000 in sales. THQ reported sales nearly 5 TIMES that number because NPD couldn't track sales from venues like Walmart where a majority of families ultimately bought the title. 2. Star Wars Global Sales extends to MORE than just the stuff Hasbro makes. Disney's efforts have DRAMATICALLY extended what and where Star Wars material is available. And more importantly, Star Wars has seen MAJOR growth in the higher end collector markets where fewer products can make a LOT more money. Especially once you factor in stuff like Sideshow and its $700 premium figures. That's also why stuff like Lego City is on there, because the average Lego City product is generally pricier than, say, the average Transformers product. Solo was also FAR less bought into than Last Jedi, which is likely why we've seen the drop. Meanwhile, Marvel has seen a MASSIVE hit in Black Panther and huge buy in for Avengers. Naturally, Marvel moved up because of those factors. I think a core issue is that Hasbro is no longer the be all, end all of Star Wars collectibles it used to be. And I feel that has dramatically impacted how the company has addressed the property these past few years. For Star Wars, you can now purchase: Hasbro action figures (multiple styles of 4, 6 and 12" products with support products) and role-play (they sell TONS of lightsabers), Mattel vehicles and cars (with associated support products), Bandai Model Kits (multiple scales of vehicles and even character models), Revell Model Kits, SH Figuarts, Mafex figures, Sideshow Premium Figures, Lego building kits, Hot Toys Premium Figures, Jakks Pacific Large scale figures, Kotobukiya statues and statuettes, Gentle Giant statues, Metal Earth model kits, Funko Pops! and I'm sure I'm forgetting even more than that in terms of international products (like Tomy's Tomica brand also offers Star Wars product in Japan). Hell, Disney THEMSELVES are taking huge chunks of the Star Wars mindshare offering things like figurine sets, the Elite Series 6 and 12" figures (which sadly seem to be ending), the 13" interactive figures, and the ToyBox series which is treading RIGHT into Hasbro's range, and are even adding vehicles this year. When you have companies capable of offering $80 action figures...that's going to DRAMATICALLY impact the ability of collectors to buy lower end products (where Hasbro's products generally reside in). Collectors don't have endless pockets, and the premium segment is offering stuff that FAR supersedes what Hasbro is able and willing to do at its retail level. Frankly, it seems most of the fussing is coming from aging collectors who are set into a single scale (4") while more casual collectors are faced with an overwhelming amount of choice to spend their collector dollars beyond the (often compromised) mass retail offerings. Star Wars, the brand, IS generally fine (though I admit we're well past do for a correction that we seem to be getting this year at mass retail). The collector space is seemingly doing well (else we wouldn't see the volume of products at the price point we do), but the nature of the market is shifting...and Hasbro's quaint retail offerings are being overshadowed by premium products in a price range Hasbro isn't interested in pursuing. Disney's "slicensing" has ensured a variety we've NEVER seen before...but that also means each slice of the Star Wars pie is smaller for each player in the game.
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Last edited by Steevy Maximus; 09-08-2018 at 03:10 PM.. |
09-08-2018, 04:53 PM | #9 |
Crimson Guard
Join Date: Jul 2009
Location: Illinois
Posts: 4,180
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Quote:
You’re definitely not, although I have somewhat mixed feelings on supporting Boss Fight given how cucked the backstory for their H.A.C.K.S. universe is (male orcs are dumb but females smart, Hades’ most elite warriors are all women, the Mohammed Ali-looking “Myrmex warriors” are suggested to be the ancestors of “Beowolf, El Cid, King Arthur and Cu Chulainn,” the proposed female knight figure was previewed on “International Women’s Day,” and featured heavier armour and bigger weapons than her male predecessor, etc, etc).
I guess it’s not like they’re pushing this stuff as aggressively or openly as Disney is with Star Wars (it's more background noise than anything), but it’s still irritating, especially when the only collector who really seems to care about the idea of BFS figures having an overarching backstory in the first place is Justin Bell. |
09-08-2018, 06:24 PM | #10 |
Filecard Maker
Join Date: Feb 2007
Location: NJ
Posts: 7,300
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Yeah the SW thing doesn't surprise me.
Honestly considering that the majority of the line is 5POA I haven't bought much. I mean seriously I just can't and won't go back to 5POA and I'm not jumping up to 6" so...there it is. I bought the that nice Target version of Jyn Erso which I literally put back 5x before actually buying her. Its the first SW figure I have purchased since the 3.75 black series Kylo. My nephew got me the two pack of 5POA Chirrut Îmwe and Baze Malbus. That means since since 2015 I have acquired 4 SW figures...only two of which I actually purchased. So congratulations I was buying SW figures since 77...even thru the SW jacked figures era and 38 years later you made me essentially stop. GRANTED my wallet thanks you but welcome to #3. |
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