NPD: Thomas No. 1 in Licensed Preschool Toys in U.S.

For the ninth year in a row, NPD Group named HIT Entertainment's Thomas and Friends No. 1 in the licensed preschool toy category in the U.S. Last month, the property received the same honor in the U.K. for the tenth consecutive year.

NPD reports that Thomas and Friends preschool and infant toy sales in 2009 increased by nearly 4 percent in the U.S., despite an overall toy sale drop of 0.8 percent.

"The fact that Thomas and Friends remains the top preschool license in the U.S. for nine straight years is a testament to the brand's rich characters, powerful stories and positive life lessons," says Pam Westman, executive vice president of consumer products at HIT Entertainment, the Americas. "We have all the best-in-class partners aligned with this No. 1 engine, creating an array of innovative, high-quality products and are confident that this momentum will maintain Thomas' top status for the next decade and beyond."

This year, Thomas and Friends is celebrating its 65th anniversary. The property recently partnered with a slew of licensees for new U.S. merchandise, including Added Extras (health and beauty products), Tara Toys (stationery and activities), The Tin Box Company (tin buckets and carry-alls), Think Wow Toys (pool toys and accessories), The Toy Workshop (room décor) and Upper Deck (trading cards).