According to Market research company The NPD Group traditional toy sales in the UK during the two weeks between Good Friday and Easter 2010 experienced were up 5% versus the same period last year.

This year, toy sales during the week of Good Friday increased 30% from the prior week, which is a usual trend for the UK.

This time period, which represents an average of 3% of annual toy sales, is a solid indication of the UK toy industry’s recovery.

Star Wars, Ben 10 and Toy Story topped sales for Good Friday week, all marking sales boost of more than 50% on the week prior.

NPD also found sales in the grocery channel exceeded those at specialty toy retailers. Grocery’s market share for the two-week Easter peak shot up to 37% in 2010 from 28% in 2009 – a strong performance against its annual 30% share of UK toy sales. According to The NPD Group’s Retail Tracking Service, grocers also managed to increase their average price by 11% during Good Friday week versus the prior week.