The LeapPad Explorer is on track to be the best-selling toy of 2013 in Britain, according to latest figures from The NPD Group.
This would make it the second year running that the pre-school tablet has taken the top spot.
In the year to date, VTech’s Innotab and Leapfrog’s LeapPad Explorer, have combined sales of over 320,000 units, with sales are set to intensify as the industry enters its biggest sales month of the year.
“Pre-school tablets are in a fortuitous position of meeting parents’ need for an educational toy, and kids’ desire for entertainment and techy toys like mum and dad," said Frédérique Tutt, global toy industry analyst with The NPD Group.
"This explains why even with a high price tag – £100 is a considered purchase – these products continue to be extremely successful.”
Furby has topped the latest weekly sales figures in the run up to Christmas – similar to last year when it ended up being the best-selling toy in Britain for the month of December.
Tutt added: “Being the best-selling toy for two years in a row is a significant achievement for a toy manufacturer.
"Since 1998, Furby, the Who Wants to be a Millionaire game, Beyblade, Tamagotchi and VTech Kidizoom camera have all been worthy of this accolade.
"The return of Furby has been hugely successful for manufacturer Hasbro and, although to date Furby isn’t the best-selling toy of the year, the sales performances in the run up to Christmas in 2012 and 2013 highlight the financial return achievable in reinventing and re-launching popular toy properties.”