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Licensing stats update from NPD

There is more than a little licensing information flying around at the The Licensing Show in New York City this week. Here, from data guru the NPD Group is a quick look at some current licensing stats, including top licensed video games and toys for the last 12 months.
June 11, 2008

There is more than a little licensing information flying around at the The Licensing Show in New York City this week. Here, from data guru the NPD Group is a quick look at some current licensing stats, including top licensed video games and toys for the last 12 months.

The Top 10 licensed video game properties for last 12 months, ending on April 8, (in alphabetical order):

Lego Star Wars

Madden Football

Mario Brothers

NCAA Football

Pokemon

Spider-Man

Tiger Woods

Tom Clancy

Transformers

World Wrestling Entertainment

·Top 10 Toy licenses for the last 12 months ending April 8, 2008:

Barbie

Cars the Movie

Disney All Other

Disney Princess

Dora the Explorer

Hannah Montana

Sesame Street

Spider-Man

Star Wars

Thomas & Friends

· The average retail price of a licensed toy is 48% higher than that of a non-licensed toy (US$10.25 v. US$6.92)

· Licensed toys comprise 27% of total toy industry dollar sales (relatively stable year to year ranging between 25% and 27%)

· Licensing is more important to some super categories. The super categories in rank order proportion of total dollar sales coming from licensed toys are: 1. Action Figures & Accessories; 2. All Other Toys; 3. Vehicles; 4. Building Sets

Children’s Apparel – Top 5 Character Licenses

Ranking Based on Dollar Share

12 Month’s Ending March 2008:

1. Disney Princess

2. Cars (The Movie)

3. Spiderman

4. Winnie The Pooh & Friends

5. Dora The Explorer

Children’s Footwear – Top 5 Character Licenses

Ranking Based on Dollar Share

12 Month’s Ending March 2008:

1. Barbie

2. Dora The Explorer

3. Spiderman

4. Hello Kitty

5. Sesame Street

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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