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Star Wars dominates licensed toy category: NPD

The licensing force is strong with this one, as market researcher The NPD Group reports that Star Wars topped US licensed toy sales in the first quarter of this year, generating almost US$144 million at retail.
May 19, 2009

The licensing force is strong with this one, as market researcher The NPD Group reports that Star Wars topped US licensed toy sales in the first quarter of this year, generating almost US$144 million at retail.

The success of Lucasfilm’s CGI series Star Wars: The Clone Wars airing on Cartoon Network has driven product sales, which are 90% ahead of any other toy license, and 35% ahead of the nearest boys toy property, according to NPD. Success in the toy category has also had a knock-on effect in other categories, including publishing, apparel, consumer electronics and housewares.

With season two set for a fall debut on the kidnet, plans are already underway with a more extensive licensed product program. New Clone Wars video game from LucasArts and Krome Studios, as well as Star Wars The Clone Wars: Republic Heroes products are being prepped for rollout.

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