Mattel’s share year-on-year has grown from over five points to eight points, with the Brawlin’ Buddies range proving a hit.
Mattel also maintains the number two position in the Action Figures Standard Category, with 82% growth in retail sales year-on-year and share growth of five points.
Drew Crockett, Mattel Boys marketing manager, said: “This is a fantastic result for us and we are thrilled with the range’s performance. The 2013 toy-line is packed with innovation that will really bring the brand to life. We are excited to continue the momentum.”
The 2013 toy range introduces the new WWE Power Slammer line including; Power Slammers, the Power Slammer Starter Kit and the Power Slammer Ring, where boys can re-create their favourite fights or create scenarios of their own.
There will also be additions to the top-selling WWE Rumblers range with the new Rumblers Rampage figures and the Rumblers Rampage Devastadium Playset, where boys can ‘punch’ through the moveable boom camera into the breakaway, ‘throw’ each other into the tiered stands and ‘jump’ into the breakaway lights.