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License to Sell: New and Old Properties Drove Big Sales in 2002
By Kevin
Skaggs
April 1, 2003
Strawberry Shortcake |
Products
like Barbie and Power Rangers, which
have been around for over 10 years, rode high on the current nostalgia
wave. The second half of the year also saw reintroductions of 20-year-old
classics, like Strawberry Shortcake and Care
Bears, both of which have continued strongly in 2003.
Care Bears |
Today's
television shows also had a big say in what kids bought last year,
with big sellers like Dora the Explorer and SpongeBob
SquarePants.
Yu-Gi-Oh! |
A fast rising star in 2002 was the Yu-Gi-Oh!
Metal Raiders ($3.47), put out by Konami.
Aimed at the elusive Tween boys market, this trading card game is
based on the Japanese anime cartoon and is projected to reach heights
unseen since Pokemon. "Yu-Gi-Oh! was the fastest
growth license of 2002, literally skyrocketing up the charts since
mid-year 2002," said Rice. "A Yu-Gi-Oh! item, Yu-Gi-Oh!
Collector's Tin, captured the #10 spot on the Annual Top
Best Sellers list for 2002 and five of the top ten Best Seller spots
for the Games and Puzzles Supercategory."
The Wiggles |
With
licensed products currently accounting for 25% of all toy industry
sales, which properties should you watch for in 2003? Marty Brochstein,
executive editor of The Licensing Letter, said a lot of interest
is coalescing around The Hulk, while "Finding
Nemo could very well be big for Disney/Pixar." Also, added
Rice, "SpongeBob Squarepants is gaining momentum across
a wide age segment and will clearly be a rising star in 2003, in
a variety of categories." Rice noted that Wiggles,
a new preschool license from Australia, seemed to garner a lot of
buzz at this year's ToyFair.
BACK
Writer's
Bio: Kevin Skaggs is a San Francisco-based writer whose
work has appeared in Wired and Harvard Review.
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