US: Star Wars is top licensed toy in Q1 09 - Licensing.biz

US: Star Wars is top licensed toy in Q1 09

Success of Clone Wars TV series helps brand to sales of almost $114 million.
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According to new figures from NPD Group, Star Wars toys have again dominated licensed toy sales in the US for the first quarter of 2009, notching up sales of nearly $114 million.

The success has mainly been fuelled by new animated TV series The Clone Wars.

Sales of Star Wars toys are over 90 per cent ahead of any other toy licence and 35 per cent ahead of the nearest boys toy property.

Other licensed product categories - including publishing, apparel, consumer electronics and housewares - are also performing well.

"We are thrilled that The Clone Wars is resonating so strongly with this all-important boys demographic, as well as our core fans," said Howard Roffman, president of Lucas Licensing. "The first season's ratings and the success of our licensing program are a clear indication that we are once again engaging a whole new generation of Star Wars fans."

Plans are in place to support the autumn debut of The Clone Wars season two with an even more extensive licensed product drive. There will also be an all-new Clone Wars video game from LucasArts.

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