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Lockdown Sees Soaring Sales of Games & Puzzles

Lockdown Sees Soaring Sales of Games & Puzzles

Sales of Games & Puzzles were up 240% in week ending 21st March 2020 compared to 2019, with consumers turning to the classics in a time of crisis

Global information company The NPD Group has published the top 10 best-selling toys as Britons prepared to go into lockdown in response to the COVID-19 crisis.

The top 10 best-selling toys, week ending March 21 2020, were:

  1. Monopoly Classic
  2. L.O.L. Surprise! Hairvibes
  3. Dobble
  4. L.O.L. Surprise! O.M.G. Lights
  5. Technic Bugatti Chiron Construction Kit 1:5
  6. Scrabble Original
  7. Technic Land Rover Defender 2573 Pieces
  8. Cluedo
  9. L.O.L. Surprise! O.M.G. Doll Asst
  10. Uno Original

The biggest selling toy category in the first official week of lockdown was Games & Puzzles, winning a 21% share of weekly spend across the entire toy sector, up from 9% in the same week in 2019. That’s a huge growth in value of 240%. Outdoor & Sports took 18% of all sector spend, up from 12% last year. Top sellers included playhouses, slides and Swingball as parents prepared for anticipated good weather. Also to keep the kids occupied, sales in the Arts & Crafts category almost doubled (up 97%) with slime, dough and craft kits all making it into shopping baskets. Finally sales of Building Sets rose 59% year-on-year.

Frederique Tutt, Global Toy Market Expert for The NPD Group says: “Our figures clearly show that consumers are preparing for the coming weeks of isolation with a selection of family board games, outdoor and seasonal summer toys, craft kits and building sets. It’s interesting to see the classic games of Monopoly, Scrabble, Cluedo and Uno on this list. These ‘standards’ have shown us over and again that they can stand the test of time when reinvented and so it looks like they’ll continue entertaining generations of Britons as householders look to release stress and tighten family ties during these challenging times.”

“We’ve seen this trend to buy board games during this lockdown period in France too, but where Brits buck the trend is in the sale of some of the toughest building sets available. With their price points at around £233 for the Technic Bugatti Chiron Construction Kit and approximately £153 for the Technic Land Rover Defender kit, these sets clearly aren’t just for the kids. We’re seeing a clear ‘kidult’ and adult trend here. Perhaps some of the buyers are grabbing the opportunity to use their newly found spare time to achieve a long-term dream to build one of these cars in LEGO.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at becky@totallicensing.com

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