Didn't you think it was even more???

So the LA Times article discusses how you better be a tv show or movie if you want be a toy. Not so shocking, but then they add the apparently somewhat shocking news that "toys based on characters found in movies, TV shows or books accounted for $5.4 billion, or 25% of all U.S. toy sales, last year." I'm really surprised it's only 25%! Didn't you think it was closer to 30, 40, or 50 per cent? Where's the next creativity coming from? http://www.latimes.com/business/la-fi-ct-toystory16-2010feb16,0,2526066.story