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Toy Story poised to break UK sales records

Market research firm The NPD Group has confirmed that Toy Story has become the UK's fifth-largest toy license and best-selling movie-based toy license year to date, already contributing more to retail sales in the first six months of this year than some of last year's biggest movie-related toys did in 12 months.
July 19, 2010

Market research firm The NPD Group has confirmed that Toy Story has become the UK’s fifth-largest toy license and best-selling movie-based toy license year to date, already contributing more to retail sales in the first six months of this year than some of last year’s biggest movie-related toys did in 12 months.

The findings are based on weekly retail sales leading up to the July 19 theatrical release of Toy Story 3 in the UK.

NPD found licensed Toy Story 3 toys have sold an estimated US $16.7 million at UK retail in the first six months of 2010 (Jan. 3, 2010 to July 3, 2010), overshadowing its predecessor’s sales by US $10.65 million over the comparable 25-week time period (Toy Story 2 released in the UK on Feb. 14, 2000).

Toy Story action figures represent nearly one-third of all Toy Story playthings sold in the UK, with building sets, outdoors and sports toys, youth electronics and games/puzzles also representing a sizeable piece of total sales. The top-selling item at the start of July is the Woody & Jesse Figure Assortment from Mattel, with Lego’s Woody & Buzz Rescue in second place.

Since 2007, annual licensed toy sales make up an average of 28% of overall toy sales, which isn’t far from the 27% average experienced in the US.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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