It’s official: old favourites like Winnie and Noddy are no longer the supreme rulers over the children’s toy industry. While the veterans have failed to see a rise in sales, Peppa Pig, the five-year-old pink lady who likes to jump in puddles, has seen a whopping 30 per cent increase in growth, only being pipped to the post by Thomas the Tank Engine.
In January this year, £831,000 worth of Peppa merchandise was sold compared with £320,000 of Winnie toys and £205,000 for Noddy. Only Thomas was more, with £1.17 million of sales, though according to toy industry sources, in some months leading up to Christmas Peppa outsold Thomas.
The figures are seen as further prove of the shifting preferences of toodlers, with the sales of Winnie and Noddy being attributed to the nostalgia of adults, but the kids preferring the much more fashionable Pippa.
Lasting just five minutes long, the animated programmes are about Peppa, who is a five-year pig, with a fondness for ballet, biscuits and getting her trotters wet. She lives with her annoying younger brother George, Mummy Pig and Daddy Pig, who snores loudly. Colin Fox, the marketing manager of Character, the company that manufactures most of the merchandise, said: “Five minute bursts are perfect to hold the attention of preschool children. And it is perfect family friendly viewing. Peppa is a good girl in a happy family.”
Like a cup of warm milk, Winnie and Noddy will always associated with soothing childhood memories, forever providing that little bit of escapism for adults, and the enchantment and excitement for children. Yes, sales may drop, but who can put a price on memories?









