Pre-Christmas flurry boosts licensed toys

Retail readying for sales boost, with licensed brands continuing to be key drivers say NPD.
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Dr Who, In The Night Garden, Fifi and the Flowertots and High School Musical are just some of the licensed properties which are keeping the tills ringing within the toy sector.

Although the total traditional toy market remained flat in September, according to NPD data, a number of categories were performing strongly, thanks in part to licensed film and TV properties.

Action figures, for example, was the fastest growing sector, boosted by Transformers, WWE, Dr Who and Ben 10. Meanwhile, Hasbro's In The Night Garden was one of the key drivers in the overall plush market and Fifi the and the Flowertots continued to grow in both special feature and traditional plush.

Meanwhile, the TV screening of the second film has helped the profile of High School Musical, with Vivid's dance mat being the best selling item for the property currently.

Licences also continue to bolster the pre-school sector, with Thomas & Friends remaining favourite, but closely chased by Peppa Pig, Bob the Builder, Lazy Town and Roary the Racing Car.

Top selling licensed items by value for September (source: NPD) were Dr Who figures (Character Options), WWE Ruthless Aggression figures (Vivid), In The Night Garden 12-inch Talking Plush (Hasbro), In The Night Garden mini plush (Hasbro) and Ben 10 Omnitrix FX Watch (Bandai).

Full analysis of September's figures can be found in the November issue of ToyNews magazine, out not.

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