Colorforms Brand debuted an all-new line of Colorforms vinyl stick-on play sets at this year’s North American International Toy Fair. The initial launch, which hits shelves in the fall, includes such properties as Disney’s Frozen and Doc McStuffins; Disney•Pixar’s Cars; and Marvel’s The Avengers and Spider-Man. [Read more...]
Disney Interactive has launched the free Disney Infinity: Toy Box 2.0 app for iPad and iPhone. A new addition to the Disney Infinity game universe, the app features all of the tools and enhanced features of Toy Box 2.0 from Disney Infinity (2.0 Edition), as well as all-new multiplayer functionality so mobile gamers can create Toy Boxes together using favorite Marvel and Disney characters, vehicles, settings, and items.
Disney Interactive has released updated details for Marvel’s The Avengers Play Set, which will be available for Disney Infinity: Marvel Super Heroes (2.0 Edition) this fall. Based on a brand new, true-to-property storyline composed with the help of veteran Marvel writer Brian Michael Bendis, the play set will feature Iron Man, Black Widow, Thor, Captain America, Hulk, and Hawkeye.
In The Avengers Play Set, players take the role of earth’s mightiest heroes as they try to put an end to Loki’s plans to invade New York City. Along the way, they will learn that Loki isn’t working alone, but is merely the first obstacle in a larger, equally villainous plotline. [Read more...]
Rubie’s Costume Co. Inc., a leading manufacturer and distributor of Halloween products, will be developing a line of Marvel costumes for the U.S. and Canada starting next year. Rubie’s currently produces Marvel product lines throughout Europe and other international markets.
Rubie’s plans to create a broad collection of Marvel Universe products for Halloween, including costumes, dress-up accessories, masks, makeup, high-end collector costumes and accessories, pet costumes, animatronic decorative props, costume shoes, seasonal décor, and more. Costume products will be available in toddler, child, tween, teen, and adult sizes.
The officially licensed products will encompass both classic Marvel properties and new Marvel films, including Captain America: The Winter Soldier, Guardians of the Galaxy, X-Men: Days of Future Past, Ant-Man, and The Avengers 2: Age of Ultron. Rubie’s will also produce costumes for the new ABC live-action TV series Marvel’s Agents of S.H.I.E.L.D.
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)
Marvel Entertainment and Toys “R” Us have teamed up to create a retail experience in support of the summer blockbuster film Marvel’s The Avengers, in theaters May 4. Toys “R” Us has unveiled in-store boutiques dedicated to the multi-character movie event in nearly 600 stores across the country.
Located at the front of every Toys “R” Us store in the U.S., fans can find boutiques showcasing Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow, and Hawkeye. Toys “R” Us Times Square is showcasing products based on the heroes in a dedicated boutique on Level Two.
Marvel has developed a worldwide licensing and merchandising campaign in support of the film. The in-store boutiques feature a collection of toys, including action figures, R/C vehicles, role-play items, and play sets, based on the film and its Marvel Super Hero all-stars. Two assortments of Marvel Universe Collector Base action figures are exclusively available at Toys “R” Us stores and online.
This post was originally written by Leah Rocketto 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.