Toy News

Biggest Selling Christmas Product

Transformers - 18%
Doctor Who - 16%
In The Night Garden - 15%
Sylvanian Families - 13%
Playmobil - 7%
Lego - 7%
Baby Born - 5%
Nintendo DS - 5%
Puzzles - 5%
Squawkers McCaw Parrots - 4%
PlayStation 3 - 4%
Dragonfly - 4%
Star Wars - 4%
Tamagotchi - 4%
Ben 10 - 4%
Baby Toys - 4%
Others - 43%

Now, if you’re a retailer sitting there with mountains of unsold Optimus Primes, bear in mind this question was asked before Christmas. But retailers generally know which side their bread is buttered and it’s difficult to argue against that top three in any order. And again, not to labour the point, but there’s Flair doing well with a product independents clearly love stocking.

Top Pre-School toys this year

In the Night Garden - 18%
Roary The Racing Car - 9%
Thomas and Friends - 9%
Tomy - 7%
Peppa Pig - 11%
V.Smile - 11%
Fifi and The Flower Tots - 5%
Dora The Explorer - 4%
Wow Toys (range) - 9%
Fisher-Price - 5%
Vehicles - 11%
Bathtoys - 4%
Don't stock - 15%
DK - 2%
Others - 49%

Only one winner here really. A difficult sector to guarantee success in, but the BBC/Ragdoll’s In The Night Garden has done a grand job following a hard act in Teletubbies.
It just has to keep going for another ten years now and it has matched it. Great start nonetheless.

And chalk up another victory for Vivid and Chapman Entertainment which continues its winning streak with Roary the Racing Car.

What are the top boys toys?

Doctor Who - 22%
Star Wars - 19%
Transformers - 17%
Thomas and Friends - 13%
Lego - 9%
Ben 10 - 9%
Cars - 7%
Bob the Builder - 7%
Power Rangers - 6%
Roary the Racing Car - 6%
Helicopters - 4%
Remote Control Cars - 4%
Tractors - 4%
Others - 39%

Is it a reflex action to mention Star Wars when talking about boys toys? No films this year, but a 30th anniversary to celebrate and the franchise is still going strong.

The Clone Wars animation series arrives this year which should drive interest in the accompanying new range from Hasbro. Transformers also did well, demonstrating Hasbro’s continued strength in the boys’ market.

Lest we forget though, this was another win for Character’s Doctor Who line and with the series continuing to win plaudits and fans in equal measure, there is plenty more to come.

What are the top girls toys?

Sylvanian Families - 28%
Baby Born - 7%
Peppa Pig - 7%
Littlest Pet Shop - 6%
Soft Toys - 6%
Ponies - 6%
Bratz - 6%
Dora the Explorer - 6%
Make Me Better - 4%
Aqua Beads - 4%
Dolls - 4%
Polly Pocket - 4%
Doctor Who - 4%
Craft Lines - 4%
High School Musical - 4%
Fifi and the Flower Tots - 4%
Others - 48%

Another resounding victory for Cheam’s finest and Sylvanian Families. Impressive when you consider most girls seem obsessed with Disney’s High School Musical these days.

Answers are always pretty disparate but most of the leading names are here – Peppa Pig, Baby Born, Littlest Pet Shop, Polly Pocket and er... Doctor Who, again.