Sales of personalised registrations  - the UK equivalent of the US's 'vanity plates' by the Driver and Vehicle Licensing Agency have risen by more than 600% in the last 10 years. In 1991 DVLA sold 26,161 personal registrations compared with 188,816 in 2001. In a statement the DVLA said one of the reasons for the success of the scheme is the gradual evolution in the attitude towards personalised plates and the type of people who buy them.