Officially branded Olympic Games toys have become the best-selling licence ahead of Moshi Monsters.
This is in terms of UK sales value during the week commencing July 22nd – one week prior to the London 2012 Olympics opening ceremony.
Olympics toys were the number one licence, with £1.5 million in sales, followed by Moshi Monsters, Spider-Man, Star Wars and Hello Kitty.
Sales of London 2012 Olympic toys reached £6.4 million up to July 28th, according to NPD Epos Retail Tracking, which covers 78 per cent of UK toy sales.
NPD predicts the value of Olympics toy merchandise will reach around £15 million at retail by the end of the year.
Frédérique Tutt, European Analyst for the toy market at The NPD Group, said: "The fact that UK consumers were buying Olympics merchandise before the opening ceremony had even begun, or visitors had started to arrive, was a reflection of just how much the UK had been behind the Olympics.
"Now that the Games are in full swing, the amazing level of sales for Olympic merchandise illustrates the fantastic spirit to the Games and indicates that they have lifted consumer confidence and boosted part of UK retail, at least for a short period.”
However, did retail discount Olympic toys too early? Visit ToyNews for more information.
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