Turtles named top new toy property in March

Sales reach £2.4 million for the year-to-date, with LEGO Chima close behind.
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Sales of Teenage Mutant Ninja Turtles toys are continuing to soar.

It's been named the number one new toy property in the UK in NPD's March retail sales data, in terms of value sales.

Flair's action figures are also the third-placed Action Figure Brand for the year-to-date, following "outstanding" 2013 sales. Turtles toy sales were impressive from the get-go earlier this year.

The Turtle figures held on to their position as top of the Action Figure Super Category for another month, too. They were the seventh best-selling line by value in the total toy market. 

In the Accessories and Playsets category, the toys claim three of the top five spots, with the popular Shell Raiser product at pole position for the second consecutive month. The Ninja Combat Gear was number one in the Role Play category. 

The PowerFX figures were fifth in the Super Category. A new autumn/winter range will also supported by continued TV advertising.

The top ten new properties in the toy market (in terms of value sales in March for the year-to-date) are as follows: 

1. Teenage Mutant Ninja Turtles - £2.4 million
2. LEGO Legends of Chima - £2.2 million
3. Furby - £1.9 million
4. Skylanders - £860,000
5. LEGO Hobbit - £710,000
6. Jake & The Neverland Pirates - £670,000
7. Mike the Knight - £650,000
8. LEGO Monster Fighters - £460,000
9. Bin Weevils - £450,000
10. Monsuno - £390,000

Nic Aldridge, Marketing Director at Flair Leisure Products, comment: “We are absolutely thrilled with the latest set of results, which clearly show that the Turtles toys really are beginning to dominate the UK toy market. 

"With the TV series now on ITV and CITV, we foresee the popularity gaining considerable pace as the Turtles are introduced to a whole new audience.

"As we prepare to extend the toy range even further with a number of new waves of product launches throughout the year, these latest results have given us every confidence that Turtles’ popularity will continue to soar as the phenomenon continues."

The Turtles made a big TV comeback in October 2012 on Nickelodeon. 

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