In early 2020, affected by the COVID-19, sales of Chinese toy e-commerce channels declined in January and February. As the COVID-19 gradually came under control and society gradually returned to normal order, NPD China ’s March e-commerce monitoring data showed there was a strong recovery in toy sales, with sales reaching 2.8 billion yuan, an increase of 48% month-on-month, and even exceeded sales in June last year.
Looking at the world, NPD's global toy monitoring data shows that global toy sales increased by 4% year-on-year in the first quarter of 2020. Australia ’s year-on-year growth rate is the most noticeable in the world, reaching 11%. Germany, the United States, Russia, the United Kingdom and Mexico also recorded positive growth in the first quarter, with year-on-year increases of 8%, 8%, 6%, 2% and 1%, respectively. Other countries recorded negative growth in the first quarter, mainly because consumers did not have enough time to buy toys before the stores closed.
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