Fuelled by sales of Bratz, Fantastic Four and also its outdoor toys range during the summer, the firm has managed to topple Hasbro from the number one position for the first time in its history, according to NPD's August market share figures.
It is believed that the last UK firm to reach similar heights was the now defunct Dunbee Combex Marx, way back in the 1970's.
?In a bad summer we did quite well,? said Vivid boss Nick Austin (above). ?Our outdoor ranges and the Fantastic Four products kicked in. I like to think it?s something that is sustainable, but this is the toy business, so you never know. What we?ve tried to do is build a broad base where we?re not relying on the performance of one product.
?As long as we were managed well it was inevitable that we would challenge the majors but I never thought that we would get there as fast as we have done. But it?s also due in no small part to the lacklustre performance of our competitors.?