Batman tops superhero toy sales charts
The Caped Crusader is number one on NPD's list as superhero toy sales soar above £200m
£1 in every £13 spent in the UK on toys in the first half of 2017 was spent on superheroes, according to new findings by The NPD Group.
In the 12 months ending 1 July 2017, spend on superhero toys exceeded £200m, with Batman the top-selling superhero. The LEGO: Batman movie launched early this year and made LEGO Minifigures the number one best-selling superhero toy during the period.
Frederique Tutt, Global Industry Analyst, Toys, NPD, said: “Superheroes have an enduring appeal for kids. It’s fascinating to see long-standing characters like Batman and Spider-Man resonate as well with today’s kids as they did with their parents all those years ago. The recent growth of superhero toy sales has been spurred on by a number of factors. These include the move by big studios to bring superheroes together in one film, such as the Avengers. With comic book adaptations having a strong presence across both big and small screens across the globe, they’ve also become part of kids’ everyday life. What’s more, movie studios are finally addressing the often overlooked female superheroes fanbase with theatrical releases such as this year’s Wonder Woman.”
The NPD Group expects the superhero toy sale records to be broken by the end of the year as a slate of superhero movie releases continue to hit the big screens, including Spider-Man: Homecoming, Transformers: The Last Knight, LEGO Ninjago and DC's Justice League.