Hit's Thomas steams ahead in the US, according to NPD

Samantha Loveday

By Samantha Loveday

January 31st 2011 at 10:09AM
Hit's Thomas steams ahead in the US, according to NPD

Brand celebrates a decade of being the top pre-school toy licence in the United States.

It's not just the UK that Thomas and Friends is continuing to dominate in, with Hit Entertainment revealing that the brand is also celebrating being the number one pre-school toy licence in the US for the tenth consecutive year.

According to the NPD Group, while the total traditional toy industry in the US increased 1.9 per cent in 2010, overall Thomas & Friends toy sales grew by 47.1 per cent.

"Thomas & Friends' success can be attributed to Hit's continued delivery of rich content, characters and stories, combined with best in class global partners like Fisher-Price, Learning Curve and Mega Brands, as well as a strong fold of domestic partners," said Pam Westman, EVP, the Americas, Hit.

"In this extremely competitive marketplace, it's a testament to the popularity and appeal of Thomas that the brand has been able to top the charts for ten years as the US' number one pre-school licence and currently stands as the number one pre-school property."