From The NPD Group:
In response to the COVID-19 pandemic, many parents and children are working and schooling from home, but U.S. families are balancing screen-time with real-world activities and traditional play. From board games and activity books to coloring and chalk games, activity-based categories for entertainment and hands-on learning drove sales across the toys, books, and office supplies industries in the week ending March 21, according to The NPD Group.
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The big story for the week in books was the 66% sales lift in kids’ nonfiction sales. This was primarily driven by subject categories focused on education and activities, including general activity books (+128%), study aids (+235%), school and education (+143%), and language arts/handwriting (+265%).
“Interactivity and high play value were two characteristics tying all of this week’s bestselling juvenile titles together – from classics such as MadLibs, to sticker activity books featuring beloved characters, and write and wipe educational workbooks,” said Kristen McLean, NPD’s books industry analyst. “School at home combined with a higher demand for fun, in-house activities have lifted educational and activity book sales.”
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