Further figures from NPD have highlighted numerous success stories within a flat year for the market with growth in the electronic learning, pre-school, outdoor and other categories.
Leapfrog's LeapPad Books were the year?s best seller and helped drive the success of the whole Pre-School Electronic Learning category worth an estimated £45 million in 2004. Overall LeapFrog managed to rank four products in the top five best selling pre-school items. In addition 2004 was an excellent year for outdoor and sports toys which grew in value by six per cent. Pre-school and infant toys, dolls and building sets also saw significant growth.
Robosapien from Character Options and Tamagotchi Connexion from Bandai drove the Robotic/Interactive Playmates sector both making it to the number one spot at some point during 2004. In December, Character Options' Robosapien was the top seller with almost £3m worth of sales.
In Games, Hasbro's Bop It Extreme 2 was the best seller for the second year running, while Trivial Pursuit 20th Edition topped the Adult Games category rankings. Overall the Trivial Pursuit brand trebled sales on last year being completely rejuvenated. A new trend with games was the development of classic games on DVD. With over £4m sales at retail and up to nine per cent of the Family Games sector.
Best seller in the boys? sector was Vivid?s Ninja Turtles Figures Assortment, while in the girls? sector it was Zapf Creation?s Baby Annabell. Mattel?s Barbie was the best selling property by value.
Sales of toys priced at less than £5, which grew by nine per cent on 2003, accounted for over 50 per cent of all units sold in 2004.