When looking at distribution of total licensed dollar share by category in the December 2010-February 2011 time period, toys/board games, DVD/Blu-ray discs, video downloads and video game/PC game software captured double-digit shares each month (all three categories secured shares within the range of 14 percent to 27 percent). Besides apparel/accessories and footwear, which captured a share in the 10-12 percent range in January 2011 and February 2011, all other categories captured single digit shares through the end of February 2011.
"Some categories, like toys
The top five brands capturing the most dollar share across categories during the December 2010–February 2011 time period were Disney, Microsoft, Nike, Nintendo and Sony (in alphabetical order), with Barbie, Disney Princess, Dora The Explorer, Star Wars and Toy Story (in alphabetical order) representing the top five licenses.
Looking at category dollar share by age group, apparel or accessories captured the highest share among the birth-age 2 group, while toys/board games ranked highest among 3-8-year-olds and video games/PC game software grabbing the highest dollar share in the 9-14-year-old segment.
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