'Skylanders would be No.1 toy if tracked by NPD'

The figures are currently tracked as game accessories and not toys.
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The In Thing’s MD believes Skylanders would be the number one toy in November, if sales tracker NPD classed the products as toys.

The figures are currently tracked as ‘video games accessories’, and their sales are not counted towards NPD’s monthly toy retail stats, nor are they included in its top-selling toy lists.

“It is unfortunate that the Skylanders figures are tracked by NPD as gaming accessories,” Paul Jackson told ToyNews. “I strongly believe that if Skylanders figures were included as toys, they would go straight to number one in November for sales in terms of value.”

An NPD spokesperson added: “The NPD Group tracks Skylanders figures as video game accessories because the figures provide content for video games.

“The toy industry is not missing out on anything. Products fall within specific industries and categories. Sales of these products cannot be counted more than once, which is what would happen if their sales were counted across multiple industries.”

Distributor The In Thing expects sky-high sales for the new Skylanders – Giants – which launches later this month. Read the full story here.

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.