Licensed Toys Lead the Way in the Global Market

Licensed toys were the clear winner in the global toys and games market last year, states Utku Tansel, head of global toys and games research at Euromonitor. Toys themed after movies and TV shows such as Beyblade, Star Wars and Cars performed exceptionally well across all global markets. Construction toys were the fastest growing category, thanks to strong growth by Lego. Lego has a diverse product portfolio with a mix of licensed and non-licensed products. Tansel also gives a brief overview of the video games market.

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