Figures published today by the NPD EPoS Retail Tracking Service, show that Hit Entertainment's Thomas & Friends is the number one licence in the pre-school category.
This is the tenth consecutive year that the brand has held the pole position in the industry survey - which measures the sale of toys and games across major retailers.
2010 marks the 65th anniversary of Thomas & Friends, with a host of new product due to be revealed.
Fisher-Price, the brand's global master toy licensee, is launching a new portable Take n Play range this spring, while Mega Brands is planning new construction toys for the autumn.
Alongside this, the new Thomas & Friends TV series - featuring CGI animation for the first time - premieres on January 25th on Five, while 60-minute DVD special Misty Island Rescue hits shelves on October 11th.
"Today's NPD results reflect the widespread and timeless appeal of Thomas & Friends, a brand which continues to evolve, providing a wealth of entertainment to children around the world," said Peter Byrne, EVP consumer products international at Hit Entertainment. "We look forward to taking Thomas to even greater heights this year."