Teletubbies still going strong

Samantha Loveday

By Samantha Loveday

January 23rd 2008 at 10:10AM
Teletubbies still going strong

Tenth anniversary sees toy sales of classic Ragdoll property soar.

One of the most successful pre-school properties of all time, Teletubbies is still going strong ten years on - with new tour dates and fresh toys continuing to roll out this year.

The tenth anniversary of the brand saw a huge uplift in toy sales for Tomy's Teletubbies range - with a rise of 86 per cent in value year-on-year (NPD September 07) at the height of the marketing activity. Top performers included Teletummy which held the number one position in the infant plush category - with three other Teletubby toys also holding top ten positions in the chart (NPD November 07).

In addition, the Teletubby Bean Toys was the third largest selling infant toy by volume for the year, with growth of 125 per cent year-on-year and Tomy's Teletubby Bath Island, the fourth largest selling bath toy with sales up an incredible 1,127 per cent year-on-year (NPD November 07).

The global tour to celebrate the milestone anniversary began in New York before heading to Holland, through Germany, Singapore, Amsterdam, Paris and London. Special arena performances will continue this year.

Also this year, Tomy will launch three new products: Dance with me Teletubby (available in all four characters), Hide Inside Teletubbies and Magic Sounds Teletubbies. The bath collectables range will also be relaunched in 2008.