Toy Sales Vary by Channel in 2007

Port Washington, N.Y. Channel sales performance revealed that more shoppers purchased toys online in 2007 compared to mass merchandise and discount stores, according to the NPD Group.

U.S. retail sales of toys generated $22.1 billion in 2007, down 2% from $22.6 billion in 2006. However, 2007 marks the first in several years that the mass merchant/discount channel has not experienced an increase in dollar share of the toy industry.

While the channel’s share remained at 55%, dollar sales for the online channel jumped by 9%. However, the online channel still only accounted for 7% of toy sales in 2007.