The pre-school market grew nine per cent according to NPD’s latest year to date figures.
The largest category within the toy market, accounting for around 13 per cent of total toy sales and just fewer than one in ten of all units, pre-school toys sold over £350m in 2009 with the average price rising from £9.28 to £10.41.
For the year to date 2010 (up to February) the sector grew nine per cent, in value terms.
The top pre-school licence remains Thomas and Friends, however, Peppa Pig has seen strong growth over the last 12 months and is now the number two licence ahead of In The Night Garden which dropped back to number three.
The largest category is still vehicles where Thomas, JCB and Postman Pat vehicles have driven growth.
Pre-school toys value (% YTD 2010) is as follows:
Vehicles - 22.2 (2009 - 22.7)
Role-play - 21.8 (2009 - 19.4)
Figures and play-sets - 20.3 (2009 - 21)
All other p-s toys - 9 (2009 - 8.9)
Electronic learning - 8.6 (2009 - 11)
Learning toys - 5.6 (2009 - 5.5)
Bath toys - 4.9 (2009 - 5.2)
Musical instruments - 3.7 (2009 - 2.8)
Talking and sound - 2.5 (2009 - 2.6)
Push and pull - 1.3 (2009 - 0.9)