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Forget the action figures and ... a teddy bear?? And sorry, Dad ... but I’m happy with my PSII. Gimme the software and DVDs… and when will the Transformers and TMNT be in stores? According to a 2007 report on Children’s Toys and Games console, action figure and plush toy sales have plunged significantly. If you want an early tip on seasonal shopping, trends indicate that the top sellers are computer software, baby/infant toys, and anything to do with major movie releases including Transformers and Teenage Mutant Ninja Turtles.  In RoI, total sales increased for most sectors of toys, yet console sales fell by 23% and action figure sales fell by 9%. Computer software constitutes the largest proportion of total sales with £29.2 million in NI and €83.7 million in RoI in 2006. Plush and Action figures accounts for the lowest sales volume between 2001-2005 in All-Ireland.
The future looks bright for the toy and game industry in the future as 2006/2007 is set to be a bumper year. The infant sector will continue to prosper as population of children in RoI continues to grow significantly. Another factor indicating a positive future for toys and games is that several major movie releases including Transformers and Teenage Mutant Ninja Turtles will encourage sales of merchandised toys.
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