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随着假日购物的开始,玩具的年度销售额大幅下滑

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2019年12月02日

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Annual toy sales slumping as holiday shopping begins

随着假日购物的开始,玩具的年度销售额大幅下滑

The holiday toy season just kicked off — and manufacturers already look pooped.

假日玩具季刚刚开始——制造商们看起来已经疲惫不堪。

Big toymakers like Mattel and Hasbro have failed to launch any new, blockbuster toys this year, analysts say. That, in turn, has left toy franchises that are already a year old or more to pick up the slack.

分析师表示,美泰(Mattel)和孩之宝(Hasbro)等大型玩具制造商今年未能推出任何新的重磅玩具。这反过来又让已经经营了一年或更久的玩具专营权来收拾残局。

Amid the shopping frenzy on Black Friday, top-selling toys smacked of stuff that was almost, but not quite new: licensed dolls, for example, from Disney’s “Frozen 2” — the sequel to a movie that debuted in 2013, according to Adobe Analytics.

在“黑色星期五”的购物狂潮中,最畅销的玩具带着一种几乎不新鲜的味道:比如迪士尼的《冰雪奇缘2》(Frozen 2, 2013年上映的一部电影的续集)授权的玩偶。

随着假日购物的开始,玩具的年度销售额大幅下滑

Other winners included O.M.G. dolls — updated, larger versions of MGA Entertainment’s L.O.L. Surprise! dolls, which first appeared three years ago; and Spin Master Entertainment’s Paw Patrol animated series, which also first launched in 2013.

其他的获奖者包括O.M.G.的玩偶——更新的,更大版本的MGA娱乐公司的L.O.L.惊喜!三年前首次出现的娃娃;Spin Master Entertainment的《Paw Patrol》动画系列也于2013年首次推出。

This year to date, the lack of new stuff has hurt business. Toy sales are already down more than expected — 5.5 percent through the first nine months of the year, according to BMO Capital Markets.

今年到目前为止,新产品的缺乏损害了商业。BMO Capital Markets的数据显示,玩具销售额的下降幅度已经超过预期,今年前9个月下降了5.5%。

“There’s no breakout hot product to drive traffic to stores or online,” wrote BMO analyst Gerrick Johnson. Even after the holiday surge, he expects toy sales to be down 2 percent this year.

BMO分析师杰里克•约翰逊写道:“目前还没有突破性的热门产品来拉动商店或网上的客流量。”他预计,即使在假期销售激增之后,今年的玩具销售额也会下降2%。

It didn’t help that Disney — whose “Baby Yoda” has created a social-media frenzy since the creature appeared in its new “Mandalorian” Star Wars series — has failed to produce any action figures or plush toys based on the cuddly, new character.

自从“尤达宝宝”出现在新版《曼达洛星球大战》(Mandalorian Star Wars)系列中以来,迪士尼就在社交媒体上掀起了一阵狂潮。

A few of this year’s top toys are indeed new, according to Johnson, such as Yulu’s Pop Pops Snotz — pop-able slime bubbles that are frequently paired with colorful, plastic hammers. Likewise, he lists Jakks Pacific’s new X-Power Dozer, a motorized truck, as the fifth most popular toy this year.

约翰逊表示,今年的几款顶级玩具的确是新产品,比如祖鲁的Pop Pops Snotz - Pop -able slime bubbles,它经常与五颜六色的塑料锤搭配在一起。同样,他还把杰克太平洋公司(Jakks Pacific)的新款X-Power推土机——一辆机动卡车——列为今年第五大最受欢迎的玩具。


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