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Shopkins now a top three licensed brand

Number one in stationery & lunchware, two in baked goods, three in trading cards.

New figures have shown that Shopkins is going from strength to strength and is now a top three brand across multiple categories.

Shopkins is the number one brand in both the stationery and lunchware and lighting categories, as well as number two in baked goods, number three in trading cards and stickers and number three in primary-age girls’ magazines.

NPD figures also show that Shopkins is the number one girls’ brand in the toy market – £16.2 million above its nearest rival – and is continuing to grow.

Shoppies Dolls is the number one fashion doll in the market by value (with an increase of over 25% vs the same time in 2016), while the Shopkins sub-brand – Happy Places – is bigger than any other non-Shopkins collectable on the market.

Shopkins continues the stronghold in the digital space with the Shopkins app tipping over 20 million downloads internationally. Shopkins webisodes are released biweekly and now feature the Shoppies. The Shoppies have now released four chart topping hits that have accumulated over 11 million views across YouTube.

“The figures surrounding Shopkins are just incredible,” said Vicky Hill, licensing director at Bulldog. “Kids just can’t get enough of the brand and it represents an absolutely amazing licensing opportunity, particularly with Moose providing fantastic support through regular style guides, product updates and marketing, as well as significantly growing the entertainment platform supporting the brand.”

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