Traditional Toys and Games by Licence, 2011
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Licensed properties remained an important contributor to growth. Licensed toys – with some sort of entertainment media backing – often carry a higher price tag than other toys. The share of licensed toys in overall toy sales continues to increase across the majority of countries; in the US, for instance, licensed toys accounted for 26% of traditional toys and games sales in 2011. Some of the top licences in 2011 included Cars, Transformers, Beyblade, Star Wars and Thomas & Friends.