NEW YORK (MarketWatch) -- Disney Frozen’s Elsa doll beat Barbie in U.S. 2014 sales, but it’s not the top-selling toy for the year.
According to market research firm NPD Group, which tracks 80% of the U.S. retail market for toys, Teenage Mutant Ninja Turtles figures assortment was the top seller, benefiting from last year’s movie relaunch of the hit 80s classic toys.
My First Disney Princess Frozen Snow Glow Elsa, made by Jakks Pacific, took the second spot.
While Barbie didn’t make the top 5 list, its Barbie 3-story Dream Townhouse made the No. 8 spot, giving parent Mattel Inc. MAT,
three spots in the top 10. Transformers parent Hasbro Inc. HAS,
and Lego, whose building sets have allowed it to take industry market share, didn’t have any toys in the top 10.
But don’t count out Frozen yet. It was the title holder when it came to all of the toys made under the movie license. The franchise, spanning over 300 different items and 39 various toy categories including paint kits, children’s puzzles and dolls, generated total sales of $531 million in 2014, NPD data showed.
For the year, total industry sales rose 4% to $18.08 billion, reversing 2013’s decline and marking the highest number since at least 2011, according to NPD. While holiday sales from Black Friday week to the week before Christmas were relatively flat, procrastinating shoppers helped sales during Christmas week surge 27%, leading December sales to rise 6%, outpacing the fourth-quarter rate of 3%.
By category, building sets, and youth electronics saw the biggest increases of 13% and 11% respectively. Sales of action figures, and games and puzzles both rose 9%. Infant and preschool toys sales saw a 5% decline, echoing the weakness seen at Mattel’s Fisher-Price business.
Against the popularity of such entertainment properties as Frozen and Teenage Mutant Ninja Turtles, licensed toys, representing 31% of total industry sales, saw a 7% jump in sales, NPD data showed.
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Andria Cheng is a MarketWatch reporter based in New York. Follow her on Twitter @AndriaCheng.
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