Transformers returns to the top ten toys

[Nigel]

Toy News magazine reports on NPD's June sales data.

"Some strong performances within action figures, accessories and role-play means that action figures also had a good month. This is driven largely by the new Transformers range by Hasbro, in line with the film release, Revenge of the Fallen which came out in mid-June. As a property, Transformers has jumped up to second place across the total market, behind Ben 10, which retains its number one ranking. However, within action figures, Optimus Prime reigns supreme and Transformers is the best selling property. Other strong performers include Character's HM Armed Forces which is now in the top five biggest properties within action figures as well as the continuing success of Bakugan."

"Best item progression June 2009.
Transformers Movie Deluxe Figs (Hasbro)
With the launch of the new movie, the toys rose from number 695 to number three in just one month. The Movie Legends Assortment is also in fourth place."

Top 5 Properties June 2009
1 Ben 10
2 Transformers
3 Thomas and Friends
4 Star Wars
5 In The Night Garden

UK June 2009 £ sales - value
1 Kidizoom Camera (VTech)
2 Smart Trike Plus Girls (Mookie)
3 Transformers Movie Deluxe Figures (Hasbro)
4 Transformers Movie Legends Assortmen (Hasbro)
5 Ben 10 Alien Force 10cm Figures (Bandai)

UK June 2009 unit sales - volume
1 Hot Wheels Basic Car Assortment (Mattel)
2 Gogos III Explorer Pack (Magic Box)
3 Cars Vehicle Assortment (Mattel)
4 Transformers Movie Legends Assortment (Hasbro)
5 Gogos Evolution Booster (Magic Box)
...
10 Transformers 2 Robot Heroes (Hasbro)

[The Doctor]

"the toys rose from number 695 to number three in just one month."

Wow. No wonder Animated was canned.

-Ralph

[Andy Turnbull]

That's a pretty impressive turnaround.

Andy

[legios]

That is indeed quite a major jump in the sales stakes. Clearing Universe and Animated out of the way cannot be argued with as a strategic move on the basis of those results.

Karl

[blueshift]

Yes, but I think that is more to do with being linked to a huge movie rather than any quality / distribution strategies. Especially for Universe, which has much the same look / dynamic as the movie stuff.

[dyrl]

I agree with Blueshift.

Also - the fact that Ben 10 is more successful still proves that wierd fad crap wins out in the short term even if you have a multi-million dollar block buster sequel.

But overall, it shouldn't be a big deal, since Ben 10 will probably be forgotten by next year, while Transformers will likely last, doing sometimes better, sometimes worse, but always doing...

So - not surprising numbers, just interesting...

Pete

[Andy Turnbull]

I wouldn't expect so Ben 10 has been a strong seller in the UK for a while. Nick has long told us of the sales juggernaut that is Ben 10.

Andy

[kayevcee]

By chance I caught a look at a printout of the company's action figure sales yesterday morning. In the last week Transformers was our #1 seller, taking £227,000 across 70 stores. #2? Ben 10, with £201,000. Consider how much cheaper your average Ben 10 figure/playset is and it's probably shifting more units than TF even at the height of movie mania.

It's been selling like this for three years now. It's actually not as big as it once was, mostly because the kids who are into it already have most of the existing toylines. With Power Rangers winding down I think Ban Dai are going to make Ben 10 their flagship boys toy line (if it isn't already). It's definitely not a flash in the pan and I suspect it isn't going anywhere for a while.

-Nick