Global information company The NPD Group is reporting a 1% decline in 2013 US retail dollar sales of toys when compared to 2012.

Retail sales appear to have been impacted by 2013’s shorter holiday shopping season. While the weeks of Black Friday and Cyber Monday saw respective sales increases of 4% and 24% compared to the same time periods in 2012, the remaining weeks experienced softer sales versus 2012. Fourth-quarter sales were down 1%.

“It’s clear that toy shoppers responded during the peak Black Friday and Cyber Monday weeks, but six fewer shopping days may have impacted overall holiday toy sales,” said Russ Crupnick, senior vice president, industry analysis, The NPD Group.

Looking at sales performance across supercategories in 2013, youth electronics and arts and crafts experienced the most significant increases at 18% and 8%, respectively.  Plush and building sets saw respective revenue increases of 1% and 2%. Action figures and infant/preschool toys experienced the largest dollar sales declines when compared to 2012 at 6% and 4%, respectively.

Licensed toys, which experienced an increase of 3% in 2013, represented 31% of total industry sales, comparable to the 2012 level. Disney had three of the top five absolute dollar growth properties, including Doc McStuffins, Sofia the First and Disney Planes. Top properties for the year based on total dollar sales (in alphabetical order) included Barbie, Disney Princess, Monster High, Nerf and Star Wars.

NPD data is representative of retailers that participate in the group's Retail Tracking Service. NPD’s current estimate is that the service represents approximately 80% of the U.S. retail market for toys.

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