Tomy’s Teletubbies plush range including the new Teletubby Big Hug and the award-winning Teletubby Teletummy has pushed the supplier to the number one spot in the infant plush category. 2007 has seen 66 per cent year on year growth for Tomy in the category, where it now holds 22 per cent market share by value.

     Joanne Gray, European business head, Nursery, Infant, Pre-school and Thomas: “We are delighted by the fantastic sales performance across our entire Teletubbies range, growth of 104 per cent year on year is a real achievement and testament to our commitment to growing our licensed portfolio. Licensed product sales now account for over a third of all the UK’s Infant and Preschool sales and we will continue to ensure that Tomy stays ahead of the competition by supporting existing licenses but also securing new opportunities.”

     Richard Hollis, head of UK licensing, BBC Worldwide: “The best performing licensed products are those which are developed and marketed closely to the inherent brand values of the licence. Tomy approach is extremely thorough and is obviously working well.” █