It seems we are transferring our love of well-known labels to our children and even babies, ensuring they stay up-to-date with the latest theme or character.      

Woolworths is the way out in the lead taking over double the UK sales in this field to it's closest rival, but supermarkets now account for 40% of all sales of branded or licensed toys. Coupled with sales of licensed clothing, toys make up more than half of all licnsed goods sales in the UK.

This may seem surprising since the variety of what can be bought with a brand name stamped on it is seemingly endless. Disney offers everything from My Friends Tigger and Pooh Bath Plug to Mickey Mouse Top Hat & Tails Figure Pendant & Chain Set.

Companies do not hestitate to license anything from celebrities to fictional characters.  This is a highly profitable market for toy manufacturers, who are willing to pay large sums to acquire the right to make and sell branded goods with popular characters and themes.

According to The Guardian an American company is currently negotiating distribution of a  30cm tall plastic talking Jesus doll in the UK due to arrive this year.

California-based One2Believe has had US success with its toys, which include a talking Mary and a Daniel complete with lion and den, and is hoping for a similar happy ending in the UK.

Company spokesman Josh Livingston said: ‘We are actively looking for a company that can distribute the toys to retailers in the UK. The UK market is important to us because we want to reach children with the Gospel whether they live in the US or Europe or elsewhere.'

Manchester United has recently launched a range of branded baby clothes designed and manufactured by The Supercover Group Limited. The collection is available to buy online and at the official club shop at Old Trafford. It includes more than ten baby items including Gift Sets.