by THOMAS STEPHEN JR., Sales & Marketing Executive and Resident Kaiju Expert
In 1954, there was a radioactive footprint in a tiny Japanese village. Scientists and the residents investigated and couldn’t come up with an explanation. Then, over the top of a hill appeared the King of the Monsters, Godzilla, and a pop culture icon was born.
Godzilla’s impact extends far beyond that first footprint. Over 70 years, he has been a hero, a villain, and a pure, unfathomable force of nature. Regardless of how he treated humanity, his influence spread far and wide.
Now, despite generations gone by, Godzilla is as popular as ever. Following the successful release of Godzilla Minus One last year, Warner Bros. and Legendary Pictures’ MonsterVerse roared back to the top of the box office with Godzilla x Kong: The New Empire in April followed by news that Monarch: Legacy of Monsters has been renewed for a second season on Apple TV+. Additionally, Pluto TV and Toho International set a July debut for a 24-hour Godzilla Channel featuring more than 30 films spanning the eras.
While each film stands alone in its own moment in time, the evolution of Godzilla followed advancements in film and technology along with cultural trends, yet always staying rooted in the origins from 1954.”
The 70th-anniversary fun doesn’t stop there. Toho’s YouTube channel has reissued the full TV series, Godzilla Island (1997). A unique product of its time, the series mixes live-action with puppetry and footage created using Bandai’s Godzilla action figures. Figures like the fan favorite Jet Jaguar were occasionally recolored to create new characters that became so popular that Mondo released those limited colorways as part of their vinyl toy collection.
While Bandai hasn’t slowed down, with toys available for Godzilla Minus One as well as classic versions of the King of the Monsters and his adversaries, other companies are in on the action, including Super7, Jada Toys, Santa Cruz Skateboards, IDW Publishing, and others. An extensive range of products for kids and collectors by Playmates Toys hit stores ahead of Godzilla x Kong this spring.
From the first time we saw Godzilla rear his head high above the hills of Japan, the world took notice. Now, the stage is set for new audiences to embrace the King of the Monsters as Toho and its partners celebrate an icon that has become a cross-generational brand.
Visit Toho at Licensing Expo in Booth No. F78
KAIJU BLIND BOX SERIES 2 (SILVER SCREEN)
Fans waiting to re-create a classic black and white film scene from Toho’s Godzilla franchise can do so with the latest wave of 3.75-inch scale, articulated Toho Blind Box ReAction Figures. The collection features silver screen-inspired designs of Gigan, Godzilla ‘74, Minilla, Mechagodzilla, and Godzilla ‘62. Available in 18-count retail counter display trays.
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GODZILLA LAWN INFLATABLE
Families can make a colossal statement in their neighborhoods with this larger-than-life yard decoration. It brings the King of the Monsters to any yard and makes for an epic and eye-catching display.
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GODZILLA X KONG: THE NEW EMPIRE COLLECTION
Return to Hollow Earth with Godzilla and Kong! When a colossal threat is discovered within our world, Godzilla and Kong must fight to protect their existence — and our own. Playmates Toys’ new line of 6-, 7-, and 11-inch figures is based on the feature film Godzilla x Kong: The New Empire. Additional figures and…
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GODZILLA RC
Perfect for play and display, this nearly 2-foot-long Godzilla R/C is easy to maneuver. Kids can make the King of Monsters whip his tail, roar, stomp, and activate his heat breath.
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GODZILLA X KONG: NEW EMPIRE PLAYING CARDS
Kaiju, meet cards. This collection of playing cards includes two standard editions inspired by Kong and Godzilla and two special editions with foiled packaging and cards.
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GODZILLA MOVIE MONSTERS COLLECTION
Each figure in this collection pays homage to the iconic Toho kaiju — “unique monsters” in translation — throughout generations of film. Standing at about 6 inches tall, each detailed figure reflects the craftsmanship that fans have come to expect.
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A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
