NPD numbers highlight Toy Story 3 bonanza

Ronnie Dungan

By Ronnie Dungan

July 19th 2010 at 3:10PM
NPD numbers highlight Toy Story 3 bonanza

NPD figures show Toy Story 3 is already the year's biggest selling movie-licensed toy line.

According to weekly retail sales from NPD, leading up to the theatrical release of Toy Story 3 in the UK today (19th July), the film has become the UK’s fifth largest toy license, and best selling movie-based toy license year to date.

It has already contributed more to retail sales in the first six months of this year than some of last year’s biggest movie-licensed toys were able to sell in 12 months.
 
Figures show licensed Toy Story 3 toys have sold an estimated £11m at retail in the UK during the first six months of 2010 (3rd January – 3rd July 2010), overshadowing its predecessor’s sales by £7m over the comparable 25-week time period (Toy Story 2 released in the UK on 14th February 2000).
 
Action figures represent nearly one-third of all Toy Story toys sold in the UK, with Building Sets, Outdoors and Sports Toys, Youth Electronics and Games/Puzzles also representing a sizeable amount 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 in the UK have averaged 28 per cent, which closely mirrors the 27 per cent average experienced in the US.
 
"Thanks to the stellar sales performance of this license in the UK, we can expect to see licensed toys easily top the 28 percent average in 2010," said Jez Fraser-Hook, UK Toys Director.

"With so many different types of product on offer for Toy Story 3, there’s something for everyone aiding high expectation for strong sales of toy products for this license".