全球玩具市场销售现状：毛绒玩具主导市场增长
根据NPD（National Retail Federation，全美零售协会）的最新数据，2022年前9个月，全球12个国家的玩具销售收入达到367亿美元，同比去年涨幅仅为2%，但与2019年1月至9月期间产生的283亿美元销售收入相比，销涨幅高达30%。
According to the latest data from NPD (National Retail Federation), the global toy sales revenue in 12 countries reached $36.7 billion in the first nine months of 2022, showing only a 2% year-over-year increase. However, compared to the $28.3 billion sales revenue generated from January to September 2019, the growth rate was as high as 30%.
NPD的全球玩具行业分析师Frédérique Tutt表示，很多品类的市场表现都在随着疫情"过山车"，但玩具一直都维持着较高的销售水准。2%的收入增长在经济下行的大环境下已经是非常不错的成绩。
Frédérique Tutt, NPD's global toy industry analyst, stated that while market performance of many categories has been on a "roller coaster" due to the pandemic, the toy industry has consistently maintained high sales levels. A 2% revenue growth is already an excellent achievement in the current economic downturn.
尽管玩具的销售收入呈上涨趋势，但总体单位销售量自年初至今下滑了4%，仅9月的销售量小幅度反弹。NPD旗下的Retail Tracking Service（零售追踪服务）发布数据称，在调研的12个国家中，其中7个国家的玩具销售收入都实现增长，其中巴西玩具销售收入同比增长23%，墨西哥涨幅为13%。西班牙、加拿大、美国、意大利和澳大利亚的涨幅较小。
Although toy sales revenue shows an upward trend, the overall unit sales volume has decreased by 4% year-to-date, with only a slight rebound in September. According to data released by NPD's Retail Tracking Service, among the 12 countries surveyed, 7 countries achieved growth in toy sales revenue, with Brazil showing a 23% year-over-year increase and Mexico at 13%. Spain, Canada, the United States, Italy, and Australia had smaller growth rates.
聚焦细分类目，毛绒玩具继续主导玩具品类的增长，年初至今销售收入涨幅为32%，其次是可动人型和配件，涨幅为12%。其他涨幅较大的细分品类包括探索玩具和其他玩具，销售收入涨幅为10%，以及建筑套装，销售收入涨幅为5%。
Focusing on subcategories, plush toys continue to dominate the growth of the toy category, with a 32% increase in sales revenue year-to-date, followed by action figures and accessories at 12%. Other subcategories with significant growth include exploration toys and other toys (10% sales revenue increase) and building sets (5% increase).
"大小孩"玩家依旧为玩具品类项下的三大细分品品类——非战略交易卡（Non-strategic trading cards）、贴纸&可动人型&珍藏款、传统毛绒玩具的主要消费群体。另外，所有在售玩具中有29.8%属于经授权销售。神奇宝贝、星球大战、芭比娃娃、漫威宇宙、风火轮（Hot Wheels，美泰公司旗下的世界著名车模品牌）等是最受欢迎的玩具形象。
"Kidults" (adult toy collectors) remain the main consumer group for three major toy subcategories: non-strategic trading cards, stickers & action figures & collectibles, and traditional plush toys. Additionally, 29.8% of all toys sold are licensed products. The most popular toy franchises include Pokémon, Star Wars, Barbie, Marvel Universe, and Hot Wheels (a world-famous die-cast car brand under Mattel).
封面/图虫创意
Cover image via Tuchong Creative
