Batman tops list of best-selling superhero toys in UK, NPD Group reports

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From Batman to Spider-Man, the Avengers to Superman, kids love a superhero – and they love a superhero toy too. New research from The NPD Group reveals the popularity of superhero toys, from caped crusaders to Transformers, Power Rangers and Teenage Mutant Ninja Turtles. In the 12 months ending 1st July 2017, spend on superhero toys exceeded £200M. Batman was the top-selling superhero in the toy market, beating an ever-increasing selection of superheroes in the category for his pole position.

NPD top selling superhero toys in the UK
July 3, 2016 – July 1, 2017
Manufacturer Retail price
Batman The Movie Minifigures The LEGO Group £2.92
DC Super Heroes Fashion Girls Assortment Mattel £17.39
Avengers Titan Hero Series Figure Hasbro £8.38
Transformers Rid Hyperchange Heroes Hasbro £17.38
Teenage Mutant Ninja Turtles Basic Figure Flair Preziosi £8.19
Transformers Robots in Disguise One Step Changers Hasbro £8.93
Super Heroes Batman Gotham City Cycle Chase The LEGO Group £16.50
Transformers Rid Warriors Hasbro £11.84
Super Heroes Spider-Man Ghost Rider Team Up The LEGO Group £16.90
Playskool Heroes Transformers Rescue Bots Hasbro £9.10
Source: The NPD Group, Inc. / Retail Tracking Service July 3, 2016 -July 1, 2017

2017 set to be a bumper year for superhero and superheroine toy sales
2017 started with a ‘Kapow!’, with the screening of the LEGO: Batman movie making LEGO Minifigures the number one best-selling superhero toy to 1st July 2017. The NPD Group expects superhero toy sale records to be broken by the end of the year as a slate of superhero movie releases hits the big screens. Who will be the last superhero standing when the curtain falls on 2017?  Spider-Man: Homecoming, Transformers: The Last Knight, LEGO Ninjago, DC Comics ‘Justice League’ or Power Rangers? One thing is certain, with £1 in every £13 spent on toys in the first half of 2017 being spent on superhero toys, there will be plenty of choices that will appeal to kids (and adults) of all ages well beyond 2017.

Frederique Tutt, global industry analyst, Toys, NPD, says: “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.”