Kids licences are estimated to be worth #27bn in Britain in 2004 generating 25 times more income than the cola market.

Kids licences are estimated to be worth #27bn in Britain in 2004 generating 25 times more income than the cola market. This equates to an average of #245 for 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 through clothing at #169m and video/DVD at #119m if it were not that while clothing accounts for across 40% of expenditure in households with young children, character sales no other than account for 9% of this market. The comparative figure for character sales in