Four years ago, with the introduction of a tiny, grocery themed, collectible toy line called Shopkins, the toy industry was disrupted like never before.
Since then, the brand has solidified itself as the biggest powerhouse Girls Franchise in the world, developing successful brand extensions into the fashion doll, doll house and vehicle play categories demonstrating that its success comes from remaining agile, taking risks and staying ahead of the trend.
The 2017 Annual NPD U.S. data names Shopkins the #1 Girls Collectible property in the Playset Dolls & Accessories segment.
The recent release of the 2017 Annual NPD U.S. data shows that Shopkins is the #1 Girls Collectible property in the Playset Dolls & Accessories segment. Brands including Shopkins Core, Shopkins Happy Places, Shopkins Shoppies and the newest addition to the portfolio – Shopkins Cutie Cars, are collectively at the top of the leader board in the Playset Dolls & Accessories segment with 20% Dollar Share and 18% Unit Share.
Explaining the journey from launch and success of the brand to date, co-CEO Paul Solomon of Moose Toys said,”Innovation, refreshed expansion of product and aligned activity across licensing and entertainment have extended the brand life cycle of Shopkins far beyond the traditional lifespan of a hot collectible toy.”.
“We’re proud to have built an evergreen Franchise and we’d like to take this opportunity to thank our partners and retailers around the world for their ongoing support – we could not have done this without them and we look forward to a successful 2018!” continued Solomon.
As the brand has grown, Shopkins has developed a hugely successful licensing programme working with globally recognized partners such as McDonald’s, Pez, Scholastic, Skechers and Hallmark, and has an exciting entertainment program to be announced at the Licensing Fair later this year.
It is this kind of expansion that has ensured Shopkins’ success ahead of multiple competitors in the collectible space as the brand has grown in to a fully-fledged franchise with more product offerings than ever before.