Key findings


* The G5 (UK, FR, GE, SP, IT) toy market is doing well and should see a growth of 4% in 2011 driven by Northern Europe. * Licensing is bucking the trend thanks to older kids. * The licensed toy market is more and more concentrated and dominated by global/European players.


* But the UK stands out for its local creativity. * Cars will end up #1 license in 2011. * However the market is changing and the studios are being challenged by a new generation of IP’s coming from toys or from the virtual world.


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