Sambro's line of toys for Thumb Wrestling Federation are proving popular at retail, with the firm revealing solid sales so far this year.
Sambro produces a range of TWF thumb masks and rings, which are available across the UK including in The Entertainer, Asda, Toys R Us, Borders, WH Smith and independent shops.
The toys have exceeded all expectations by selling more than 250,000 units in the first quarter of 2009 alone.
"The Sambro figures are incredible," said Rob Corney, MD of Bulldog Licensing, the agent for TWF, "and proof of the huge impact that TWF is having. The brand is absolutely red hot at present - it's incredibly simple yet incredibly effective and kids just can't get enough of it."
Other TWF licensees include Panini, Danilo, Aykroyds TDP and Random House. The brand is being backed with a heavyweight promotional campaign, with forthcoming promos planned in a wide range of high circulation magazines aimed a young audience.