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June 2012 | Vol. XI - No. 6
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Top-10 Most-Wanted Licensed Toys

Less Popular in Specialty Stores, Licensed Products Still Sell


With additional reporting from Chris Lundy and Brenda Ruggiero

When TDmonthly Magazine interviewed retailers about their best-selling licensed toys, three of the 12 we spoke with said that they don't sell licensed products at all. For those who did, Disney Princess was the most successful licensed brand, followed by Sesame Street, Thomas the Tank Engine, and the ever popular LEGO Star Sars.

Take a closer look at all of the Top-10 Licensed Products, below.

No manufacturer paid to be included in this article. All products listed were designated by editorial staff without regard to the company's relationship with TOYDIRECTORY.com/TDmonthly Magazine.




MSRP: $16.99
Age Range: 3 and up
Specialty: No
Gender: Girls
Category: General Games
Board Games
Preschool



Kids must work together to make as many cupcakes as they can before it’s time for the party. Follow the recipe cards to pick the perfect fancy liner, frosting, and topper. Each cupcake creation is fit for a princess in this sweet game of matching and sharing. Launch date: 2012.
— In a May 2012 survey, 25% of retailers told TDmonthly that Disney Princess was their best selling licensed brand.
ToyDirectory Product ID#: 33582      (added 2/8/2012)
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MSRP: $15.00
Age Range: 3 and up
Specialty: Yes (as of 2012)
Gender: Boys And Girls
Category: Plush
Preschool
Licensed Products



He’s 12” tall and made with a fleecy material that’s super-soft to the touch. His simple floppy body makes it easy for little hands to carry him everywhere. With soft fabric eyes, he even makes the perfect bedtime companion.
— In a May 2012 survey, two out of 12 retailers told TDmonthly that Sesame Street plush from Gund was their best selling licensed product.
ToyDirectory Product ID#: 34237      (added 5/16/2012)
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Thomas and Mavis pick up cargo, then and ascend and descend step climbs in this play set. The trains follow the rails through the gates, up over the bridge and to the tug boat that just came for a visit.
— In a February 2012 survey about bestselling wooden toys, Barbara Fineblum, owner of Barston's Child's Play in Baltimore, Md., told TDmonthly that Thomas the Tank Engine toys were among their bestsellers.
— In a May 2012 survey, two out of 12 retailers told TDmonthly that Thomas the Tank Engine was their best selling licensed brand.
ToyDirectory Product ID#: 30206      (added 8/25/2010)
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MSRP: $59.99
Age Range: 8 to 14
Gender: Boys And Girls
Category: Construction
Licensed Products
Collectibles



Take to the stars in the classic X-wing starfighter. Featuring wings that fold into attack mode, proton torpedoes, retractable landing gear and opening cockpit, this most iconic vehicle of the Star Wars universe returns to turn the tide in the battle against the evil Empire. Includes 4 minifigures: Luke Skywalker, Jek Porkins, R2-D2 and R5-D8.
— As of 3/30/2012 this product had 5 out of 5 stars from 6 reviews on Amazon.com.
— In a May 2012 survey, two out of 12 retailers told TDmonthly that LEGO Star Wars was their best selling licensed product.
— In a May 2013 survey, two out of 10 retailers told TDmonthly that LEGO Star Wars was their best-selling construction toy line.
ToyDirectory Product ID#: 34021      (added 3/30/2012)
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MSRP: $19.99
Age Range: 7 to 12
Specialty: No
Gender: Boys And Girls
Category: Construction
Collectibles
Licensed Products



C-3PO and R2-D2 have the secret plans to escape the Death Star, and must avoid capture by heading to the desert planet Tatooine in their escape pod. Will they land safely and avoid being captured by the Imperial sandtroopers on their swoop bike? Includes 4 minifigures: C-3PO, R2-D2 and 2 sandtroopers.
— As of 4/11/2012 this product had 5 out of 5 stars from 3 reviews on Amazon.com. Pros: Design has improved from previous sets; escape pod is larger and more detailed; good assortment of useful LEGO bricks.
— In a May 2012 survey, two out of 12 retailers told TDmonthly that LEGO Star Wars was their best selling licensed product.
ToyDirectory Product ID#: 34075      (added 4/11/2012)
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MSRP: $15.99
Age Range: 7 and up
Specialty: Yes (as of 2011)
Gender: Boys
Category: General Games
Sporting Goods & Accessories
Licensed Products



What happens when America’s favorite pastime and the best-selling card game in the country collide? The official MLB edition of Spot It! Whether the logo of a favorite team, a bitter rival, or another baseball related image, spot it and players will be running the bases to victory.
— In a May 2012 survey about licensed products, Elmer  Carranza, manager of Doodlehopper 4 Kids in Springfield, Va., named Spot It as their best seller. They sell 24 copies each month.
ToyDirectory Product ID#: 33350      (added 12/16/2011)
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MSRP: $25.99
Specialty: Yes (as of 2011)
Gender: Boys And Girls
Category: Plush
Eco-Friendly
Infant & Toddler



New from miYim, beautifully made organic Disney plush toys are the ultimate in safety and softness for baby. Winnie the Pooh, Tigger, Eeyore and Piglet are joined by Mickey Mouse and Minnie Mouse in this collection of earth-friendly infant playthings, with embroidered details and muted colors.
— In a May 2012 survey, Barbara McVeigh from the Turtle's Nest in Johnson City, Tenn., told TDmonthly that "anything infant & toddler" with Winnie the Pooh is their best selling licensed product.
ToyDirectory Product ID#: 32808      (added 8/30/2011)
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MSRP: $14.99
Age Range: 5 to 12
Specialty: Yes (as of 2012)
Made in: China
SKU or Item #: 11220
Gender: Girls
Category: Arts & Crafts
Costumes & Accessories
Licensed Products



This kit is sure to suit girls' Fancy. Follow a simple numbered legend and add sparkling jewels to create super stunning shades. Based on the well-loved children’s books, this line captures it’s young heroine’s love of life and excitement for all things posh and fabulous. Launch date: March 2012.
— In a May 2012 survey, Sandy Haynes, owner of Lollipop Toy Store in Dawsonville, Ga., told TDmonthly that Fancy Nancy is their best selling licensed brand.
ToyDirectory Product ID#: 33796      (added 3/5/2012)
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MSRP: $5.99
Age Range: 4 and up
Specialty: No
Gender: Boys And Girls
Category: Dolls
Play Sets
Licensed Products



Girls can help Polly doll tend her garden with this adorable play set, which includes lattice, flowers, and watering can. Each play piece incorporates a suction cup so kids can arrange them any way they want.
— Danny Givens, owner of Little Dickens Toys in Lynchburg, Va., told TDmonthly that their best selling licensed brand is Polly Pocket.
ToyDirectory Product ID#: 34238      (added 5/16/2012)
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Justina HuddlestonWriter's Bio: Justina Huddleston graduated Magna Cum Laude from Emerson College with a BA in Writing, Literature, and Publishing in 2009. After graduating she was the on-site director of the Boston Children's Museum gift store for a year, selling educational, developmental, and creative activity toys that tied in with the museum's exhibits. Justina also interned at children's book publisher Candlewick Press before moving from Boston to Los Angeles, where she is now Editorial Director of TDmonthly Magazine. Read more articles by this author

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