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A 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.

 

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Writer's Bio: Kevin Skaggs is a San Francisco-based writer whose work has appeared in Wired and Harvard Review.

 
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