UK sales show hero toys still super in 2017

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According to research conducted by specialist market research company NPD, £1 in every £13 spent on toys in first half of 2017 was on superheroes.


The research showed sales of superhero toys to have increased by 70% since 2014, with Batman from DC Comics taking the top spot as the UK’s most popular toy licence.

The Super Heroes Girls from DC Comics came a close second in terms of popularity, with Batgirls, Wonder Woman, Supergirl and Harley Quinn capturing kids’ imaginations.

According to the report, the massive surge in popularity for these classic comic characters can be seen as a result of a series of hugely successful film titles, including the release of the Lego Batman Movie, Suicide Squad, Wonder Woman and the upcoming Justice League film.

NPD stated it was confident that superhero toy sale records would be broken by the end of the year.

The amusements industry distribution company, BNAE, has the exclusive licence for the DC Comics brand in the amusements sector and its DC Comics four-player, closed-loop pusher is breaking its own records for cashbox on site. This has been followed by a DC Comics heroes and villains themed air hockey table, which has also been recorded as a great performer.

BNAE produce a wide range of DC Comics including the Super Girls/Wonder Woman Mix and the Justice League mix of characters with mugs, watches, key chains, stress balls and more to provide a variety of licensed options.

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