NPD predicts success for Monsters University toys

The Sulley mask from Monsters University already deemed likely to be one of the best-selling toys for Christmas 2013.
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The NPD Group is predicting Monsters University to deliver a solid licensed product sales performance over the next few weeks.

The NPD claim that two weeks after the release of the film, it has already become the fifth largest toy license in the country, just behind Disney’s Cars.

Cars 2 delivered the biggest selling licensed toy sales in Europe of all time and Cars remains the largest toy license in France and the eighth largest in the UK.

“Longevity in the toy market is not a given, and the performance of the Cars franchise is exceptional,” said Frederique Tutt, global industry analyst at The NPD Group.

“It has become an evergreen license that retail buyers are happy to restock from one year to another, safe in the knowledge that toys will not be sitting on shelves for long. However this year there are two Pixar movies coming to cinema screens, with Planes - a spin-off from Cars - due for release on 16th August in the UK, only a few weeks after Monsters University.

“The two Disney films are tipped to be the most important kids’ movies of 2013 in terms of merchandise but they are unlikely to give Cars record toy sales a fright.” 

NPD Group’s analysis suggests that toys based on a movie license experience a quick growth in the three weeks prior to the release of the film. The toy range then suffers a slowdown in the six weeks after the film lands in cinemas.

The more successful examples then see sales pick up in the build-up to Christmas, finishing two and a half times larger than the original release week peak. 

These NPD findings ring true when looking at The Sulley Mask from Monsters University as it has already been selected by both Hamleys and The Entertainer as one of the best-selling toys for Christmas 2013.

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