Frédérique Tutt, European analyst for the toy market at The NPD Group, said: “Spider-Man is seen as an evergreen license in the UK toy market. With its high awareness, we expect it to easily reach the top five best-selling licenses in the UK toy market this year. The impact from the movie will be primarily felt during the summer, but the uplift will boost sales up to Christmas thanks to the DVD release.
“Unlike the film, which is targeted at an older audience, Spider-Man toys appeal to children under six years old who represent more than half of Spider-Man toy sales in the UK.”
The latest results from The NPD Group also reveal sales of film licensed toys in the UK market are stronger than ever, with year-to-date sales through May 2012 achieving 8% growth, compared to other licenses which are up only by 4%.
Tutt added: “Manufacturers and licensors often prefer to back well-established licenses rather than betting on new properties. Retailers also prefer to limit their risk by backing blockbusters and sequels. Licensed toys from less-known films therefore tend to find it more of a struggle to get strong listings, and a long-term space on retailer’s shelves as their awareness is lower.”