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.
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.”