The Alicante toy manufacturing sector is facing a Christmas season with questions about how the business might evolve. On the bright side, national toy sales grew by roughly 7% in the first eight months, reaching 352 million euros, suggesting potential to restore earlier volumes after the pandemic.
Yet that rise is largely price-driven. The number of units sold barely moved, increasing just 0.4% as manufacturers pushed through higher costs. In short, more expensive toys were sold in the same quantities as before.
Recent data from the NPD Group show a mixed picture: mid-range toy sales climbed by 6.5% from January through August, and were 1.6% higher than the prior year. The NPD Spain director, Fernando Perez, notes that shipping costs and raw material increases pushed prices up from the start of the year, and while many producers could not raise prices previously, this year they began to adjust sooner. He remains hopeful that the broader price range will help finish the year positively, even as overall article volume held steady.
Not everyone shares this optimism. Some industry leaders warn that higher prices could deter buyers in the coming months, especially given an otherwise weak economic outlook. Cesar Bernabeu, manager of the Berjuan doll company, insists that price increases are unavoidable because costs have risen by at least 30%.
From cardboard to vinyl and fabric for dolls and outfits, the supply chain has faced widespread disruption. Businesses report delays and a preference to hold stock from the previous year while monitoring how market conditions unfold.
The upcoming Christmas campaign, which accounts for roughly 70% of the sector’s annual sales, remains pivotal. Through August, the 7% turnover gain is clear, though national performance varies. Licensed toys—those tied to films, series, or video games—continue to be the strongest draw, rising 17% while non-licensed toys grow about 3%. Titles such as Jurassic World: Dominion, Lightyear, and new installments in popular franchises have helped licensed products capture nearly a third of the market. Attribution: NPD Group
Licensed toys drive a 23% uplift in sales
The category with the largest gains is action figures, led by brands like Pokémon and Funko Pop. Collectibles are also rebounding, up 17% after the pandemic’s impact on schools and social life. Meanwhile, dolls have faced several months of decline, slipping 8% in August though the yearly total remains marginally higher. Companies continue to push innovations into the market, and new launches now represent about 16.6% of sales after a strong start to the year.
Another trend shows a growing consumer base for what some call the public “boy” segment, dominated by young and adult collectors who already account for about a quarter of the market. NPD Group, known for gathering data from barcode scans across leading distribution chains, remains the reference in toy industry analytics.
Grandparents are returning as significant gift buyers, a trend highlighted by NPD’s Tous Consumer 360 report. The first half of the year saw the strongest drivers being birthdays, holidays, and back-to-school purchases. Grandparents increased their toy purchases by 18%, while parents and other relatives rose by 6%. This shift reflects renewed consumer confidence and a broader recovery from pandemic-era disruptions.