TDmonthly Magazine!
June 2013 | Vol. XII - No. 6


Top-5 Most-Wanted Licensed Toys

With additional reporting from Chris Lundy and Brenda Ruggiero

In a May 2013 survey, TDmonthly Magazine learned that many specialty retailers are still reluctant to carry licensed products. Others, however, have found great success carrying licenses like LEGO Star Wars and Thomas the Tank Engine.

Take a look at the Top-5 Most-Wanted Licensed Toys below, then decide if any of them would be a good fit for your store.

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 Magazine.

MSRP: $54.99
Age Range: 8 to 14
Specialty: No
Gender: Boys And Girls
Category: Construction
Licensed Products

Hunt down the Rebels in the iconic TIE Fighter. Equipped with dual flick missiles and opening cockpit, this instantly recognizable and hugely popular starship of the Imperial fleet returns to battle the rebel alliance once again. Includes 4 minifigures: TIE fighter pilot, Imperial officer, Death Star trooper and R5-J2 droid.
— As of 4/11/2012 this product had 4.4 out of 5 stars from 9 reviews on Pros: Stonger than previous sets; more representative of the Tie Fighters seen in the movies than previous sets.
— In a May 2013 survey, 50% of retailers surveyed told TDmonthly that LEGO Star Wars was their best-selling line of licensed products.
— Helen Santosuosso, owner of Village Toy Shop in North Easton, Mass., told TDmonthly in a November 2014 survey that LEGO Star Wars is one of their store's best-selling toy lines.
ToyDirectory Product ID#: 34076      (added 4/11/2012)

MSRP: $29.99
Age Range: 8 to 14
Specialty: No
Gender: Boys
Category: Construction
Play Sets

Lloyd, the golden ninja, has summoned the powerful Golden Dragon into an epic stand-off against Lord Garmadon's minions. Attach Lloyd onto the Golden Dragon and soar into battle. Avoid the launching catapult attacks with the huge extending wings. Fire the dragon sphere! Harness the power of the Golden Dragon to send Lord Garmadon's soldiers back underground. Includes 3 minifigures with weapons: Golden Ninja Lloyd, scout and warrior.
— Joe Berardoini Jr, owner of Pun's Toys in Bryn Mawr, Pa., told TDmonthly in a May 2013 survey that though they don't carry many licensed toys, LEGO Ninjago does well.
— In a Fall 2013 survey, 50% of retailers told TDmonthly that LEGO items were overall best-sellers at their stores.
— In a August 2014 survey, Sunni, manager of Doodlehopper 4 Kids in Falls Church, Va., told TDmonthly that LEGO Ninjago is one of their best-selling lines of collectibles.
ToyDirectory Product ID#: 35964      (added 1/14/2013)

MSRP: $50.00
Age Range: 3 and up
Specialty: No
Gender: Boys And Girls
Category: Rail Roads & Trains
Wooden Toys

Create up to 5 different layouts with this 20-piece play set. Includes Thomas, 17 pieces of track, a bridge and a tunnel.
— Grafton Stein, owner of Toys on the Square in Hummelstown, Pa., told TDmonthly in a May 2013 survey that Thomas the Tank Engine toys are their best-selling licensed products.
— In a February 2014 survey, three out of 10 retailers told TDmonthly that Thomas & Friends sets from Fisher-Price were among their best-selling wooden toys.
— In a February 2015 survey, Sue Hottel, co-owner of No Kidding (aka Sand Castle Toys Inc) in Mattapoisett, Mass., told TDmonthly that Thomas & Friends trains are her some of her store's best-selling wooden toys.
ToyDirectory Product ID#: 36100      (added 2/26/2013)

Age Range: 6 to 12
Gender: Boys And Girls
Category: Remote Controlled

The Go Series and Disney Cars 2 - the perfect combination. The Go Series is a world class starter system for kids 8 and up. All sets include "Turbo Speed" controllers for added racing boost. There is an extensive variety of accessories for thrilling action. The track system has an "Easy to Assemble" bolt system. The street curves have red and white printed shoulders. All cars are fitted with double contact brushes. The cars are high-quality original detailed and tampo printed. They are 1:43 scale. This new Cars set includes the favorite Lightening McQueen, as well as newcomer Francesco Bernoulli. The Go Series and Disney Cars 2 - the perfect combination. Track in Porto Corso style with decorative elements. Includes 1 Lightning McQueen car, 1 Francesco Bernoulli car, transformer, connection section, 2 speed-controllers, 17.71' of track and lap-counter. The ultimate in racing in scale 1:43. Layout size 5.71' x 4.85'.
— As of 12/11/2012 this product had 3.3 out of 5 stars from 19 reviews on Pros: Easy set up; fun for fans of Cars. Cons: Cars slow down over time; The brushes on the bottom of the cars need to be readjusted frequently; Pressing the speed button causes the cars to fly off the track.
— Mark Rosenblum, owner of Hobbytown in Fairfield, Conn., told TDmonthly in a May 2013 survey that Pixar's Cars was the store's hottest license.
ToyDirectory Product ID#: 35739      (added 12/11/2012)

MSRP: $59.99
Age Range: 1 to 4
Specialty: No
Gender: Boys And Girls
Category: Plush
Infant & Toddler

Little ones are sure to fall in love with Hasbro's first feature Elmo toy that can hug them back! When tots give their red furry friend a hug, Elmo will wrap his arms around them to show how much he loves them! This cuddly 22-inch lifelike Elmo has flexible arms and a soft head. He sings a sweet song about hugs and a bedtime lullaby, and encourages pretend play. This all new design makes the BIG HUGS ELMO Hasbro's largest, cuddliest, most lifelike Elmo interactive plush ever! Requires four AA batteries, not included.
— David Hesel, owner of The Toy Shop of Concord Inc in Concord, Mass., told TDmonthly in a May 2013 survey that "Anything Elmo" is their best-selling licensed toy.
ToyDirectory Product ID#: 36102      (added 2/26/2013)

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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