US OPINION: The growth of movie-based toy brands

Our US correspondent looks at the potential for this year's movie crop to grow the toy sector.
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Licences, particularly movie-based ones, are capturing an ever increasing share of the toy market and this trend is, if anything, accelerating. In the United States, toys sold under a licence took 15 per cent of the toy market at the end of the Nineties and this increased to 25 per cent by the end of last year. In Europe, too, toy licences did well and in 2009 accounted for about 25 per cent of the total.

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