Thomas & Friends is still top for pre-schoolers, says NPD

Samantha Loveday

By Samantha Loveday

February 16th 2012 at 10:31AM
Thomas & Friends is still top for pre-schoolers, says NPD

Number one licence in pre-school toys category in US for 11th consecutive year.

New data from the NPD Group has said that Thomas & Friends was the number one licence in the pre-school toys category in the US for the 11th consecutive year.

In addition, the brand also holds the number spot for overall top pre-school property in the US, and it was a top ten property in the entire toy industry for 2011.

In the UK, Thomas was ranked number one in the pre-school toys category, a spot that it has held for 12 consecutive years.

Thomas & Friends is also number one in the total pre-school market for the fourth consecutive year in Australia, and sits in pole position in Germany, too.

"Timelessness, engaging characters and rich content are what makes the Thomas & Friends brand appealing to generations of consumers," said Pam Westman, EVP, The Americas, Hit Entertainment. "In this fickle economic environment it's a testament to the popularity of Thomas that the brand has been able to top the charts for more than a decade as number one pre-school licence and number one pre-school property.

"We are proud of Thomas' longevity and look forward to many more years of being on track for success."