China Toy Fair


Licensed Toys: A Growing Phenomenon with Year-Round Appeal

Courtesy of Toy Industry Association

Character licenses based on blockbuster movies have the ability to propel products to stratospheric success, creating memories that last a lifetime for millions of fans. Recent sales for licensed toys reflect this growing phenomenon: last year, licensed toys and games were up 2 percent from 2010. For the first half of this year, those numbers have climbed further to 27 percent of total toy sales.

“Kids love bringing movies to life through play, whether they are re-enacting storylines, imagining new plot developments, or emulating their favorite superheroes and villains,” said Adrienne Appell, trend expert at the Toy Industry Association (TIA). “Playthings related to the biggest blockbusters are sure to be on the wish lists of kids throughout the year and well into the holiday season.”

TIA has been tracking many of the family friendly movies that have toy and game tie-ins on its ToyInfo.org website. The following are a few examples from this year so far… and a sneak peak at what’s coming this fall:

The Avengers (May)
Toys and games related to The Avengers encourage kids to get into the spirit of the fast-paced movie. Considered by many to be the break-out movie and toy property of the year, strong toy sales are anticipated to continue during the holiday season following the Sept. 25 release of the DVD and Blu-Ray.

  • Bubble Blaster: The Avengers (Imperial Toy)
  • Game Strike Hulk (Hasbro)
  • 21-inch Avengers Skateboard (Bravo Sports)
  • Marvel Mini Basketball Hoop Set (Franklin Sports)
  • The Avengers Mini Muggs Action Figure two-pack (Hasbro)

 

Brave (June)
Telling the story of 10th century Scottish archer, Merida, Disney Pixar’s Brave has generated several toys that encourage fans to re-live their favorite plotlines and imagine themselves as the fearless heroine from the movie.

  • Princess Merida’s Musical Bow and Arrow Set (Creative Designs)
  • Merida and Angus Doll Set (Mattel)
  • Merida Toddler Doll (TollyTots)
  • Merida’s Wig Set (Creative Designs)
  • Gem Styling Merida Doll (Mattel)

The Amazing Spider-Man (July)
A classic that has been engaging children for decades, Spider-Man made a comeback this summer, along with a slew of products that encourage little ones to be creative and role-play with friends.

  • The Amazing Spider-Man Mega Blaster Web Shooter with Glove Set (Hasbro)
  • The Amazing Spider-Man Digital Camcorder (Sakar International)
  • The Amazing Spider-Man Electronic Hero FX Mask (Hasbro)
  • The Amazing Spider-Man Remote Control Speed-Climbing Spider-Man Figure (Hasbro)

Ice Age: Continental Drift (July)
From stuffed animals based on characters to games that the entire family can enjoy together, toys based on Ice Age: Continental Drift foster an emotional, tactile bond with the popular franchise.

  • Ice Age: Continental Drift Mini Plush Dolls (Just Play)
  • Ice Age: Continental Drift Fishing Game (Cardinal Industries)
  • Ice Age: Dawn of the Dinosaurs for Nintendo DS (Activision)

Diary of a Wimpy Kid: Dog Days (August)
2012 marked the return of Diary of a Wimpy Kid – along with a new crop of toys! Products based on this book series and movie include educational puzzles and games that connect the consumer with protagonist Greg Heffley.

  • Diary of a Wimpy Kid Action Figure (Funko)
  • Diary of a Wimpy Kid Dog Days Poster (TNT Media Group
  • Diary of a Wimpy Kid: The Cheese Touch Game (Pressman)
  • Diary of a Wimpy Kid Scrabble (Fundex Games)

Coming Soon…
Finding Nemo 3D
(September); Hotel Transylvania (September); Frankenweenie (October); Wreck it Ralph (November); Rise of the Guardians (November); and The Hobbit: An Unexpected Journey (December). [Check the “Movies” section of ToyInfo.org in the coming weeks for related product lines]

These are just a few examples of the many toys and games based on Hollywood blockbusters and that are part of the larger licensed toys category with product tie-ins to TV shows, celebrities, apps, videogames, and more. Visit the “Toys and Trends” section of ToyInfo.org regularly for up-to-date information.

 This post was originally written by the Toy Industry Association and posted on www.toyassociation.org. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.