Toy sales up in first half of 2018, LEGO City 10th best-selling property

Worldwide toy sales increased in the first half of 2018 compared to 2017, based on data from 13 international markets.

The NDP Group, the organisation that tracks sales data for the toy industry, found that based on 13 international markets, toy sales were up 4% to $18.4 billion in the first half of 2018 when compared to the first half of 2017.

Collectibles were a key driver of the growth, with L.O.L. Surprise! continuing to prove a smash hit success. The blind bag surprise toy market first saw a resurgence when the LEGO Collectible Minifigures theme was introduced.
When it comes to specific properties, Marvel was the second best-seller after a L.O.L. Surprise!, followed by Star Wars. LEGO City came in tenth place, right behind DC Comics.

The report confirms that the USA continues to be the largest toy market in the world, while Asia is seeing the greatest growth in toy sales. The LEGO Group has previously confirmed that markets such as China are where the company sees future growth prospects.

“As domestic markets become more and more mature, manufacturers and retailers are looking at new territories to find growth. The Global Toy Market Report has become an indispensable tool to tackle international growth opportunities and generate incremental revenue,” said Frédérique Tutt, global toys industry analyst at The NPD Group.


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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