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22 Jul 2005
Bratz increases lead in doll wars: June saw another amazing month for market leading Bratz with an impressive 49.3% share of fashion doll sales in the UK, according to data released by independent retail audit company NPD Ltd. Bratz continues to increase the gap on the nearest competitor despite their heavy promotional activity.
“ Once again we are delighted by the latest numbers” stated Paul Weston, Vivid’s Managing Director. “New Autumn / Winter theme Bratz Dynamite and new Bratz Big Babyz have already had an impact in their first few weeks of sale, and with 7 out of the top 10 Fashion Dolls and 5 of the top 50 Total Toys in the industry being Bratz it’s exciting times for the brand with the full impact of our new themes still to hit.”
Retailing around £19.99 Bratz Big Babyz have charted at number 26 in the Top 50 despite not all retailers being in stock yet. The product range is also a huge hit in the U.S.A and shortages are inevitable in coming months.
Vivid expect the Bratz toy brand to exceed £100 million in retail sales this year ie 5% of the total toy market.
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