Despite only being released on December 1st NPD data shows that sales of the new Teenage Mutant Ninja Turtles toys were impressive during the festive period.
In December the Turtles were fifth in the Action Figure category for December with a market share of over six per cent.
Despite being on sale for just one month the Turtles became the number 13 Action Figure Property for the whole of 2012.
“These results are just fantastic for a property that only came to retail in December,” said Mark Kingston, VP, consumer products, Nickelodeon & Viacom.
“It really is just the beginning for the Turtles franchise with new product ranges debuting this year across multiple categories, plus the free to air launch set to propel the property to even higher levels of success.”
The Turtles on the Flair stand on day one of the 60th London Toy Fair.
Nic Aldridge, marketing director at Flair said: “We have been absolutely delighted with the unprecedented level of sales for the Turtles toys over the Christmas period. Considering the range only hit the shelves on 1st December, the rate at which they have sold has been outstanding and has surpassed all expectations.
“Of particular note is the Secret Sewer Lair Playset, which despite retailing at a fairly high price (£99.99), flew off the shelves as children were keen to immerse themselves in the Teenage Mutant Ninja Turtles world. This only goes to prove that despite a testing economic climate, parents are willing to invest in a toy which is truly desired by their children.
“We strongly believe that success of the range is two-fold; firstly there is the nostalgic element with the dads who were original fans the first time round and secondly the toys are attracting a whole new generation of avid fans stemming from the Nickelodeon show. This winning combination allows for a truly unique toy experience, enabling dads to indulge their children in their own memories, while creating a host of magical new ones.
“During 2013 we will be extending the popular range even further with a number of new waves of product launches throughout the year. With early indications to the toys proving extremely positive we are confident that sales will continue to thrive throughout the year as the new Turtle toys continue their takeover.”