Toy makers hope toys based on familiar intellectual property, such as characters from 'Frozen' or 'Star Wars,' rack up sales this holiday and beyond.
“We understand how to create a teaser campaign to create that fandom” for a toy, said Hailey Wu Sullivan, MGA’s chief marketing officer.Advertisement
For instance, two popular toy lines are based on video games: Jazwares’ “Fortnite” and Lego’s “Minecraft.” “We’ve seen it in our research; parents are very conflicted with children and technology,” Lennett said. “They have greater concerns about technology than before, including the solitary nature of technology,” and they’re seeking toys that are “important to the social, emotional and physical development of kids,” she said.
In the case of movies, the toys get a sales bump not only when the movies are released in theaters, but also when the films enter the home video and streaming markets. “Frozen 2” and the new “Star Wars” movie are expected to reach those markets next spring. In the case of “Frozen 2,” that will benefit not only Hasbro, but also other toy makers such as Lego and Jakks Pacific Inc. in Santa Monica that also are licensees.
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