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NPD: Toys Tops from 3-8

Playthings Staff -- Gifts and Dec, 2/24/2011 12:17:15 PM

Port Washington, NY - Market research company The NPD Group Inc. released fourth quarter 2010 results from its Kids Industry Data Service.

Categories that captured the most dollar share for kids over the 2010 holidays were apparel or accessories with 17 percent, toys or board games with 14 percent, and video game system hardware, and video games or PC game software, which captured 11 percent and 10 percent, respectively.

Looking at category dollar share by age group, apparel or accessories captured the highest share among birth-2 and 9-11 year olds. Toys or Board Games ranked highest among 3-8 year olds, and video games or PC game software took the highest dollar share in the 12-14 year old segment.

Brands capturing the most dollar share across categories during fourth quarter were Disney, Microsoft, Nike, Nintendo and Sony (in alphabetical order), with Barbie, Disney Princess, Dora The Explorer, Star Wars, and Toy Story (also in alphabetical order) representing the Top 5 licenses.

DVD/Blue-ray discs, video games or PC software, Halloween costumes and accessories, party supplies and toys or board games generate the greatest percentage of total sales from licensed products.

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