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10 March 2006
WWE shaping up for number one boys line. WWE (Worldwide Wrestling Entertainment) action figure line looks like the surprise hot favourite to be number one boys toy line for this year with NPD recording a staggering 99% sales growth year to date. Already ranked number three action figure line in the UK market, the WWE range from Jakks/Vivid appeals to a very broad male demographic and with strong TV ratings for the show on Sky, coupled with WWE tours planned for Easter and November, the growth prospects look very strong indeed.
“WWE is a perennial but cyclical brand,” stated Paul Weston, Vivid Imaginations Managing Director. “We are on a strong up-curve presently which bodes well for the coming two years. At its peak in the 90’s WWE was clear number one boys brand and won Toy Of The Year with retail sales over £40million. Jakks manage the refresh programme of the collectible figures very intelligently and this is one of the keys to sustaining the brand at peak sales levels.”
Vivid’s prospects in the action figure category for 2006 look very strong indeed with X-Men 3 movie launching in May and Pirates Of The Caribbean 2 looking like the clear summer movie winner with a broad, collectible toy line developed by hot U.S. start-up, Zizzle Inc. Vivid regained number one UK toy company slot from Mattel in February (NPD retail audit Feb 06) and will be looking to their four power-brands - Pirates, WWE, Bratz and Fifi to sustain pole position across the year.
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