Some nuggets about kids biz from NPD’s Anita Frazier

Posted by Marty Brochstein on November 17, 2011

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Some highlights from the presentation by NPD Group’s Anita Frazier – taken from NPD’s Kids Industry Data Service (KIDS) — at the well-attended LIMA East Coast Breakfast Seminar this past Tuesday:

• For the year ended August, 2011, apparel and accessories (20%) accounted for the largest dollar share of good purchased for kids ages 0-14, followed by videogame hardware/software (15%), and toys/board games/arts & crafts (12%).

• Top licenses within that broad age range across product categories for that period (in descending order) –Disney Princess, Toy Story, Cars/Cars 2, Dora the Explorer

• The appeal of most popular licenses remains very gender-specific. The most gender balanced among the top 10 licenses for the 1-14 crowd: SpongeBob SquarePants (70%/30% skewed toward boys), Toy Story (77%/23% toward boys); Michael Jordan (81%-19% toward boys). The most balanced girl-skewing property in the top 10 was Barbie (91% girls, 9% boys).

• Parents of kids age 14 and under overwhelmingly say toys (mentioned by 39%) are on their kids’ holiday wish lists, followed by video games (15%), consumer electronics (8%), clothing (8%), and sporting goods (5%).

• Asked early in 2011 how their kids had redeemed holiday gift cards, parents reported the top categories as apparel/accessories (24% of mentions), toys (23%) and videogames (21%).