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)

[Read more...]

Walmart to Launch Diary of a Wimpy Kid Exclusive Retail Campaign

The Diary of a Wimpy Kid franchise is anything but wimpy. In preparation for the release of Diary of a Wimpy Kid: Dog Days on August 3, Twentieth Century Fox Consumer Products will launch a national retail campaign with Walmart, making the world’s largest retailer a One Stop Wimpy Shop. Beginning July 31, more than 2,500 stores nationwide will carry a full range of products including exclusive merchandise that can only be purchased at Walmart. The program will remain in stores through August 28.

As the third installment of the film arrives in theaters, Walmart will carry all of the books in Jeff Kinney’s best-selling series, board games, and DVDs. Walmart will also feature several exclusive products, including a Wimpy Kid Mini Prank Kit, from Cardinal Industries, containing a whoopee cushion, moldy cheese, and flies in ice, all packaged in a collectible tin; a line of book accessories, including bookmarks and book lights from Andrews + Blaine and Trends International; and a two-pack DVD set featuring the films Diary of a Wimpy Kid and Diary of a Wimpy Kid: Rodrick Rules.

The One Stop Wimpy Shop will offer an updated book, The Wimpy Kid Movie Diary: How Greg Heffley Went Hollywood, that chronicles how each of the three movies in the franchise were made. The book includes behind-the-scenes photos, fun facts, and a free limited-edition movie poster.

This post was originally written by Sierra McCleary-Harris and published by ToyBook.com. 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.