Licensed toy products have once again come out on top in NPD's annual listing of best selling items.
Bandai's Ben 10 figures topped the chart by value, with its 10cm action figure collection. The Ben 10 15cm range and the Omnitrix FX Watch also featured in the list.
It is the fourth year in a row that the company's product has topped the best seller list, with Tamagotchi Connexion previously outselling all.
Cars Vehicles and Hot Wheels assortment featured from Mattel, while Hasbro's In The Night Garden Talking Plush and Mini-Plush were also included.
"The results from the NPD report highlighted the success of Bandai's Ben 10 toy range throughout 2008," said Julia Smith from NPD.
Darrell Jones, Bandai marketing director, added: "Ben 10 has performed beyond all our expectations and with the launch of Alien Force, we expect Ben 10 mania to continue in 2009. We are hoping to have similar success with the new products Bandai is launching this year."