Batty for heroes
Two of Hollywood's top summer flicks stock toy shelves all year
By Tina Benitez -- Playthings, 6/1/2005
Gotham City or a galaxy, far, far away: take your pick! Two classic, big screen flicks coming to a theater near you are inspiring products all year round.
When George Lucas first introduced the world to Star Wars in 1977, the Atari VCS led the video game pack. Consoles, and “the force,” have come a long way since.
The Star Wars Revenge of the Sith video game, Star Wars Battlefront II, will be released this fall, from LucasArts, San Rafael, Calif., keeping the force moving forward.
An upgrade from the first Battlefront game, II has playable Jedi and other worlds straight out of the new film. The single-player game lets participants take on open-ended missions inspired by all six Star Wars episodes—space combat is also available for the first time. Battlefront II plays on the PlayStation 2 and Xbox systems.
Hand-held controllers are also available for TV games sans console. The Plug It In and Play units from Jakks Pacific, Malibu, Calif., include are shaped as the film heroes and villains.
Action!A sundry of Batman products hit stores to back this summer's Batman Begins, released June 17—with more toys launching this fall to support the Batman animated series.
From role play like three-in-one gauntlets and “Batman Gadgets” from Thinkway Toys, Toronto, to Batman CD players and digital cameras from Craig Electronic, Miami, to mini figures from Art Ayslum, New York, the Caped Crusader will be everywhere.
Mattel, El Segundo, Calif., this month is launching the Batman Begins Gotham City Playset, a large Batmobile that opens to transform into Gotham City and other toys in conjunction with the release of the film, which stars Christian Bale, Liam Neeson and Gary Oldman.
“The past films and corresponding toy lines were deeply rooted in the comic book tradition,” says Kelly Gilmore, senior vice president global toys and themed entertainment, Warner Bros. Consumer Products. “Batman Begins takes Batman from this former fantasy to a new reality. The look and feel of this film is raw and believable, from the Batmobile to Gotham City,” she tells Playthings.
Reeling 'em inTraditionally when films flop on the big screen, toys connected to the film also bomb on the shelves. Gilmore suggests this won't the case with the new Batman line.
“The drama and intensity of Batman's story is fully explored onscreen for the first time and has been translated into a merchandise program comprised of action-packed character artwork and graphic elements applied to a wide array of products,” she says. “The past decade has brought vast improvements in electronics making lights, sounds and interactive technology more affordable in toys. The result: a toy line that brings the cool gadgets of Batman to life, from an interactive gauntlet the child can wear, to a Batmobile with realistic lights and sounds.”
Did somebody say action?
