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Christmas 2015: how were popular toys promoted?

BB8 Star Wars image

Christmas 2015 was a profitable season for many toy manufacturers and licensors – Disney stole the show with its Frozen and Star Wars merchandise flying off the shelves. Our infographic highlights some of the key toy sale stats:

toy infographic sales christmas 2015

Hamleys’ top ten toys for Christmas pricing

Brand View tracked the pricing of the Hamleys’ top ten toys for Christmas 2015, as seen in the screenshot below, from 25 October to 24 December 2015.

We’ve reviewed the minimum shelf price of the ten toys in Argos, Toys R Us, The Entertainer (TheToyShop.com), Tesco Direct and George (Asda Direct) in the run up to Christmas.

Argos had the sole lowest minimum price on five of the ten products. It twice promoted the LeapFrog LeapPad Platinum tablet at £66.66 for two one week intervals in the two months analysed. This was £33.34 less than Tesco Direct’s lowest minimum price, and £8.33 lower than Toys R Us.

The Entertainer (TheToyShop.com) had the greatest minimum price on five products, three solely and two jointly. However, it did have the lowest minimum price on the Little Live Pets Clever Keet at £29.99, £10 cheaper than its nearest rivals Argos and Toys R Us.

hamley's top ten toys christmas 2015
Brand View Daily Price and Promotions 25 October 2015 – 24 December 2015

 

Toy Retail Association’s top 12 Christmas toys pricing

Brand View also tracked the Toy Retail Association’s (TRA) top 12 Christmas toys for the same time period, likewise as seen in the screenshot below.

Tesco Direct had the lowest minimum price on seven of the twelve products in the TRA’s list.

It had the sole lowest minimum price on six of the products and the joint lowest minimum price with Toys R Us for the Shopkins Scoops Ice Cream Truck Playset at £15. Tesco Direct lowered the price to £15 on 30 November 2015, before returning the price to £20 a month later on 30 December 2015. Toys R Us lowered its price to £15 two days after Tesco Direct, and has kept the price at £15 since (13 January 2016).

As with the Hamleys’ basket, The Entertainer was the most expensive retailer for the TRA’s top toy recommendations. It had the sole greatest minimum price on eight of the twelve products and had the joint greatest minimum price on two products. In addition to having the sole lowest minimum price for the Little Live Pets Clever Keet, it also had the joint lowest minimum price for the Star Wars The Force Awakens Millennium Falcon with Argos at £79.99.

toy pricing christmas 2015
Brand View Daily Price and Promotions 25 October 2015 – 24 December 2015

 

Analysis of Christmas promotions by manufacturer

Brand View has analysed the promotions of eight key toy manufacturers in the two months before Christmas across online retailers Argos, George (Asda Direct), Tesco Direct, The Entertainer (TheToyShop.com) and Toys R Us.

Hasbro had the greatest average depth of cut of the manufacturers at 35.2 percent. Its greatest average discounts were on B-Daman, Beyblade and Furby toys, although toys from the Marvel films Iron Man 3 and Guardians of the Galaxy were also heavily promoted.

LEGO had the lowest average depth of cut at 18.8 percent, 5.2 percent less than next lowest manufacturer PLAYMOBIL UK. The LEGO Star Wars brand had an average depth of cut of 16.9 percent – one of the lowest depths of cut of the LEGO brands.

toy pricing christmas 2015 uk retailers

Promotional Mechanics prior to Christmas

Brand View has analysed the promotional mechanics used in the two months before Christmas Day. The two manufacturers with the lowest average depth of cut, PLAYMOBIL UK and LEGO, had the lowest proportion of promotions with 58.5 and 53.2 percent, respectively.

LEGO and PLAYMOBIL UK also had the highest proportion of buy 3 products get the cheapest free promotions with 21.1 and 22.7 percent. The vast majority of the buy 3 products get the cheapest free promotions across the eight manufacturers were in Argos.

toy promotions by mechanic christmas 2015

LeapFrog Enterprises had the the greatest proportion of promotions with 77.6 percent, ahead of MGA Entertainment and Hasbro. It had a lower proportion of all other promotions categories than Hasbro and Mattel.

The save amount promotion was the most popular promotional mechanic across all eight toy manufacturers. However, as we have seen this does not guarantee the best deal – Hasbro had the third greatest proportion of save amount behind LeapFrog Enterprises and MGA Entertainment, but had the highest average depth of cut.

Hasbro had a greater proportion of buy 3 products get cheapest free and buy multiple for discount promotions than LeapFrog Enterprises. These deals offer a greater depth of cut than many of the LeapFrog Enterprises save amount promotions, however these promotions might have put off some shoppers as it may require a larger cost outlay than they intended.

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