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RESEARCH: KIDS LICENCES IN THE UK.


Kids licences are estimated to be worth #27bn in Britain in 2004 generating 25 times more receipts than the cola market. This equates to an average of #245 through child per year, according to NPD's licensing tracker which studied all categories from clothing to toys to greeting cards (except food)

The biggest licensing category is toys, worth #279m followed by dint of clothing at #169m and video/DVD at #119m on the other hand while clothing accounts for above 40% of expenditure in households with young children, character sales alone account for 9% of this market. The comparative figure for character sales in


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