Pokémon enjoys “one of our best-ever years at retail”

Toy sales grew by nearly a quarter and the TCG was up by almost a third in the UK – with even better performance in Europe

Written by Rhys Thomas

Posted 07.02.2020 | Products

Pokémon enjoys “one of our best-ever years at retail” thumbnail

Another barnstorming year for Pokémon saw toy sales in the UK grow by almost a fourth in 2019.

Both the Pokémon Trading Card Game (TCG) and toys from Wicked Cool Toys – distributed in the UK by Character Options – far outstripped the overall market and category growth, according to NPD.

The latest figures show total UK toy sales for Pokémon in 2019 were up 24.1 per cent, against an overall market downturn of 7.1 per cent. Internationally, sales in Germany recorded a remarkable 100.6 per cent increase in sales against market growth of just 3.3 per cent.

In NPD’s Strategic Card Games (SCG) category, Pokémon cards continue to be the market leader in the UK with sales up 30.8 per cent —almost double the total market, which grew by 17 per cent. The cards are distributed by Asmodee UK and generates over 50 per cent of the total revenue of the top 14 best-performing SCG brands in the UK.

German performance for the cards was more impressive; sales grew 98.8 per cent, which helped the market to achieve total growth of 71.7 per cent.

Simon Benton, VP of Pokémon TCG Sales for Europe, says the brand “had one of our best-ever years at retail in 2019”.

“With the first Pokémon TCG: Sword & Shield expansion launching at retail on 7 February, supported by major retail promotions and media campaigns, 2020 will see TCG sales achieve new records. We’re looking forward to a successful year with our distribution and retail partners and thank them for their ongoing support.”

Mathieu Galante, Licensing Director, EMEA for The Pokémon Company International, adds: “Wicked Cool Toys’ innovative and extended toy range is really connecting with fans, coupled with huge demand for tie-in products from the hugely popular Pokémon Detective Pikachu film.

“With an even bigger toy line to showcase at this year’s key top toy shows, which we expect to do just as well, we are very excited for 2020.”

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