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Glut of toys sparks massive discounts, pain for industry


The vacations ushered in historic bargain prices on toys – and 2023 guarantees even deeper discounts for consumers while delivering more pain for toy sellers.

Known for being recession proof, the toy industry is as an alternative affected by an ideal storm — cash-strapped consumers who’ve less disposable income for non-essential items and a glut of toys that steadily built up last 12 months, reaching a tipping point around the vacations. 

Stuck with more toys than they’ll sell, retailers are cutting back on their toy purchases this 12 months and manufacturers are making fewer items, experts tell The Post.

“For the primary half of the 12 months, if not all the 12 months, toys will proceed to be deeply discounted and toy makers’ profit margins will shrink drastically,” said Isaac Larian, chief executive of MGA Entertainment, maker of LOL Surprise and Bratz dolls.

Overall sales revenue from toys increased 3% in 2022 from January to September while the variety of toys sold decreased by 3% over the identical time period, based on NPD.

Some toy corporations made smaller, inexpensive toys last 12 months in response to the glut of merchandise.John Angelillo/UPI/Shutterstock

That’s a precipitous drop from pandemic years when toy sales grew by 22% year-over-year in 2020 and by 12% in 2021.

Retailers “bought a lot [during that pandemic] that they’re sitting on their very own stockpiles,” Larian noted.

Toy prices, which usually rise after Black Friday because popular items turn out to be scarce, actually declined one other 10% through Dec. 23, according Linda Bolton Weiser, an analyst for investment bank DA Davidson.

MGA saw its holiday sales decline by about 10%, the primary drop in six years, Larian said.

Some saw the writing on the wall last 12 months and started pushing for smaller, inexpensive items that cost under $10 as the vacation season approached, The Post reported. The steep discounting began in early November, or much sooner than usual.

While online toy sales grew by 206% from Nov. 1 to Dec. 31 in comparison with a 12 months ago, the industry needed to depend on deep discounts, reaching a markdown peak of 34% off in comparison with 19% last 12 months, to sell its holiday haul, based on essentially the most recent data from Adobe Digital Insights, which tracks online sales.

Toys were more deeply discounted than some other category of merchandise. Electronics had the second highest markdowns with a median 25% discount, based on Adobe.

“This can be a tricky, difficult 12 months, actually the primary half,” said Jay Foreman, chief executive of Boca Raton, Fla.-based Basic Fun toys. 

The privately held Basic Fun – which makes products like Tonka Trucks and Lite Brite – expected sales growth of 15% in 2022 in comparison with the previous 12 months, but saw a rise of just 5%, Foreman said during a recent presentation on the toy industry for DA Davidson.

Toys 'R' Us vendor Learning Resources worker scans boxes on a pallet at the warehouse in Vernon Hills, Illinois, U.S.,Each retailers and toy makers have more toys left over after the vacations than they would love, said Basic Fun CEO, Jay Foreman.REUTERS

A worker stocks toy shelves at Walmart.A employee stocks toy shelves at Walmart.AP

“We’ve loads of extra inventory now, but we expect it to be passed by the second half of the 12 months, and anecdotally I’d say [the big retailers] may have a bit bit greater than they’d hoped for,” Foreman said.

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The toy buying cycle was disrupted in 2021 when an enormous variety of toys — particularly the prized large and expensive items — arrived too late for the vacation season, leaving retailers with more merchandise than they needed or wanted at first of 2022.

Sky-high shipping costs were partly guilty for the late arrivals, with retailers and manufacturers balking at shipping containers that cost upwards of $20,000 a pop, driving up overall prices as well.

Shipping rates have since come down dramatically, but inventory levels haven’t.

“It looks just like the first week of January within the stores immediately,” Joshua Loerzel, co-owner of Sky Castle Toys, had told The Post late last 12 months. “There are loads of early price reductions that you just wouldn’t ordinarily see until right after the vacations.”

Each retailers and manufacturers are being cautious now, Larian said.

“We aren’t making as much they usually aren’t buying as much,” he said.

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