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Licensed Toy Sales Up in Q1

U.S. licensed toy sales grew by one percent in the first quarter of 2012, according to market research company, The NPD Group. Licensed toys also added one share point of total toy industry revenue, moving from 26 percent of total toy sales in Q1 2011 to

U.S. licensed toy sales grew by one percent in the first quarter of 2012, according to market research company, The NPD Group.

Licensed toys also added one share point of total toy industry revenue, moving from 26 percent of total toy sales in Q1 2011 to 27 percent in 2012.

“The average retail selling price of a licensed toy was nearly 50 percent larger than that of unlicensed toys in the first quarter, showing the premium a toy can generate by being associated with a child’s favorite character or property,” says Anita Frazier, industry analyst, The NPD Group.

The top five traditional toy licenses for Q1 were (in alphabetical order):

• Cars: The Movie

• Disney Princess

• Star Wars

• Thomas and Friends

• Toy Story

The first quarter’s top five growth licenses were (in alphabetical order):

• Angry Birds

• Cars: The Movie

• Hello Kitty & Friends

• Pirates of the Caribbean

• Star Wars

The top five toy properties over the same time period were (in alphabetical order):

• Barbie

• Cars: The Movie

• Crayola

• Hot Wheels

• Star Wars

Thanks in part to strong movie releases as well as the introduction of children’s tablets in 2011, the top five growth properties included (in alphabetical order):

• Cars: The Movie

• Monster High

• Lalaloopsy

• LeapPad Tablet

• Star Wars

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