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Retail News: Barbie slips off top toy list - Brand Republic Bulletin
Retail News: Barbie slips off top toy list - BR Bulletin - Advertising, Marketing, Media and PR news by Email - Brand Republic
Ben Carter Marketing 13 Oct 2004

Barbie has dropped off the list of the top 10 predicted bestselling Christmas toys for the first time. Barbie's exit has left the way open in the seasonal toy market for arch-rival Bratz and the relaunched iconic Cabbage Patch Kids dolls. The list, compiled by the UK's top toy retailers ahead of the crucial Christmas period, which is worth close to £1bn, shows dolls are back in favour. Vivid Imaginations' Bratz and Cabbage Patch Kids, and Mattel's Dora The Explorer licence are all tipped to be bestsellers. Ben Green, chairman of the Toy Retailers Association (TRA), said it was expecting great demand for dolls ahead of the seasonal period and added that they are dominating the £100m girls market. Although Barbie has dropped off the list, Green said it was still popular with most girls, adding that the 45-year-old brand caters to a 'broad age group'. Green insisted retailers were not ruling out Barbie as a strong seller for Christmas, as Mattel is planning high-profile promotional activity for TV, cinema and in-store. Vivid Imaginations marketing and licensing director Emma Sherski put Bratz' success down to 'taking on Mattel and giving kids the fashions they want'. In the boys' market, which is worth £448m, retailers predict the premium-priced Robosapien, manufactured by Character Options, will be the top seller this Christmas. Long-term favourite Power Rangers is also on the list for the 12th year running. Trampolines make their debut on the list, mirroring a rise in parents' concerns over obesity, with retailers reporting strong demand for fitness-based toys. Despite concerns that the toy industry has stagnated in recent years, the TRA claims the market has grown by 5% in the past two years and is now worth £2.1bn.

TRA TOP 10 TOYS
Bratz Flashback Party
Cabbage Patch Kids
Buckaroo, Cluedo, Twister
Dora the Explorer
Leapster
Power Rangers Tri-Battliser
Robosapien
Tamagotchi Connexion
Trampolines
V-Smile
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