Toys of our Lives

Sometimes the audience doesn't want the movie to end. And when the half hour television show is up, then what? Products that bring popular film or television characters to the audience are making sales fly since kids want to play with their favorite characters long after the closing credits.

This year, with film releases like Peter Jackson's King Kong, Harry Potter and the Goblet of Fire, and continuing animated series like the PBS series Maya and Miguel and Nickelodeon's Dora the Explorer, product possibilities are endless. Retailers will have more options for more stock value.

And presentation counts. An in-store display showing an array of SpongeBob SquarePants products will sell better than sporadically placed SpongeBob items throughout the store. Think in terms of filmmaking: opening credits (display), the body (the entire product line) and the end credits (customers on line with products).

Character products that emulate those on the big screen can be part of the mix. The Playmates, Costa Mesa, Calif., line of King Kong products this fall, include action figures (6” to 14” inches), which feature Kongs that roar, chest pound, swallow mini victims and knuckle walk—all characteristics of the real, or movie, King Kong. The film hits the theaters this December.

“The movie license you generally try to tie to, is what's on screen,” says Michael Rinzler, director of boys marketing, Playmates. “When you walk in the store, you should see a large signage and it should be impactful. His [Kong's] presence should be felt when you walk in the store. There should be the merchandise, signage and a full presentation. It distinguishes the appearance of Kong.”

Playmates will also launch a King Kong playset based on Skull Island, 8”- and 11”-inch plush dolls and a Kong vs. T-Rex Battle Game featuring 6” Kong and 6” T-Rex, all in time for the movie premiere this holiday season. New Teenage Mutant Ninja Turtles figures are also on the horizon from Playmates for fall—a turtles film will be out in 2007.

The popularity of a movie or show can be hit or miss, but if kids like a character, they will want to return to that character over and over, giving the products more play value. Kerry Cunion, executive vice president, Publications International, Lincolnwood, Ill. tells Playthings that characters usually solidify repeat play, because it is appearing to the child in another medium outside of the TV or movie screen. They can touch and feel and sometimes interact, with the character.

“It takes the feature film and moves the format to give the consumer choice,” says Cunion. “The immediate attraction to the character is the initial hook. It gives something more to kids than a reading experience. The goal is to get more books in hands. They enjoy it, and it draws them to the story repeatedly.”

This fall, Chicken Little will be featured in the Look-and-Find and Interactive Play-a-Sound formats as well as a Story Reader three-pack with The Incredibles, The Lion King and Chicken Little interactive books. A SpongeBob Cash Register Book will also be available this fall, perhaps the first-ever book with a built-in cash register and sounds. Cars books are on the horizon for 2006.

Retailers might also consider stocking together products that encourage both individual play as well as together playtime. In Zathura, directed by Jon Favreau, two brothers are taken on a space journey after getting caught up (literally) in an intergalactic board game.

Pressman Toys, New Brunswick, N.J., tries to mimic the movie experience with a new game, based on the film, scheduled for release this November. Like the movie, each player has a new obstacle with each turn of a card. Move through meteor showers, alien monsters and laser-firing robots to reach the planet of Zathura and return home.

Dave Shapiro, vice president marketing for Pressman, tells Playthings that the game is the closest thing to the movie experience possible. Shapiro says that Pressman will begin marketing the product through TV promotions and other store events prior to the film's release November 23.

“It's more than a movie, it's about a game,” says Shapiro. “Movies usually focus on figures—with Zathura, it's the game. All the ingredients fit…the idea of a space adventure, the simultaneous movie release with the game.”

Players can imagine that they are in the movie, or part of the whole experience, which brings them back for more. “The game is the subject of the movie and the content of the movie,” says Shapiro. “The next task was to develop a game that closely paralleled the movie with duplicated features, providing an at-home experience for kids to play out the movie. We're marketing together with the November release later in the year, so it's nice to make a statement with the production and feature, especially with Zathura.”

This fall, Toy Play, New York, will release Dora the Explorer, Care Bears and SpongeBob SquarePants playhouses for kids. The Color-In Cardboard Playhouses allow kids to color in their characters, then build their own playhouse with door. Strawberry Shortcake, Tonka, Care Bears and My Little Pony are some additional character playhouses available.

Toy Play is also releasing play figures and role playing items for the Warner Bros. hit animated series, Xiaolin Showdown, where the characters practice the ancient martial art of Xiaolin to retrieve special artifacts that control good and evil. The Xiaolin role-play products—for release in spring 2006—include action figures and swords used by characters in the cartoon.

“We wanted to capture the essence of the characters,” says Jonathan Breiter, senior vice president, Toy Play. “We only want an intellectual license that has a TV show attached to it. How hard is it today to launch a brand without a TV show? Some retailers believe that you need a franchise where kids are predisposed to property and have a following.”

New Maya and Miguel dolls from Toy Play are also on the roster for late summer/fall of this year like the ¡Eso Es! Maya doll. Other products include bendable Maya and Friends figures, 10” plush, 12” plush with lighted hair bobbles, Fun in the Sun 6 ½ -inch dolls, pet care accessories and tote bags.

Breiter tells Playthings that Maya, along with the Dora character, are top sellers with the Hispanic population, one that Toy Play wants to continue to tap into. “Maya is the perfect example where we want to be scholastic, prolific, in all schools, PBS and in 90 percent of households,” he says. “The demographic and the success of Dora in the Hispanic population is growing.”

When it comes to animated series, stocking a good mix of role-playing products lets kids act out their screen characters. The Dora Talking Kitchen from Fisher Price, East Aurora, N.Y., out this fall, will allow kids to go to different places like Chocolatta Land for chocolate, much like the exploring character on Nickelodeon. A SpongeBob Ripped Pants doll, inspired by the ripped pants episode is also out this fall.

“SpongeBob is popular with everyone ages 2 to 80 and broke the barrier,” says Sherice Torres, vice president, toys, Nickelodeon. “It's all about taking their favorite shows and bringing the shows to them. Toys deepen the interaction kids have with our shows by allowing them to not only watch the show, but to “play” it at home with the toys as well.”

In 2006, Nickelodeon will launch products for Go Diego Go, a spinoff of Dora the Explorer, The Avitar action figures for ages 6 to 12, a Backyardigans toy line and more items for Dora and SpongeBob.

Role play continues with Harry Potter and the Goblet of Fire out November 18. The Harry Potter Scene It? The DVD Game, from Mattel, El Segundo, Calif., features sound bites from the actual film, puzzles, movie clips from the first three Harry Potter films as well as the new fourth installment.

“We try to get as close as we can to the likeness of the character,” says Kelly Gilmore, senior vice president, global toys and themed entertainment for Warner Bros. Consumer Products. “It's really important to have a good movie experience and come home and replicate that movie experience. All entertainment-based toys should allow children the opportunity to play out key scenes from the film in an exciting and memorable manner. However, the real key to building a great toy line is to go beyond simple replication and allow a child to actually become their hero.”

Gilmore says that in-store promotion will focus heavily on allowing kids to take part in the storyline. The new line of Harry Potter role play products, including costumes replicated after outfits worn by the movie characters and new bust sculptures by Gentle Giant, Burbank, Calif.

“In most cases, the detail on such small-scale items prevents perfect replication,” Gilmore tells Playthings. “As such, the goal is not to replicate but is to capture the essence of the brand through on-trend and innovative products.”

New product tied to Superman Returns, which comes out in 2006, will also mimic the screen characters. From action figures by Mattel, El Segundo, Calif., to outdoor toys to role-play products later this year.

“For Superman, this will be accomplished with a line that ranges from the traditional action figure to exciting role-play and outdoor toys that bring the attributes of Superman to life,” says Gilmore. “For the kids market, you need to capture the look of the property as closely as possible, but it's not necessary to duplicate the characters' looks exactly.”

Stamford, Conn.--based WWE's Donna Goldsmith--the company's senior vice president for consumer products says that each new line of World Wrestling Entertainment's product is supported by television advertisements and in-store wrestling events, making talent accessible to the sport's audience. The new Legends line of action figures from Jakks Pacific, Malibu, Calif., will be out later this year featuring classic wrestlers Rodd “ Rowdy” Piper, Jerry “The King” Lawler and “Superstar” Billy Graham.

“We do so many events, and it's growing around the world,” Goldsmith tells Playthings. “The key is to bring the event to the audience through coverage and superstar meet and greets.”

You cannot rely on the film alone to sell products and should keep customers' interest going throughout the film's run and long after. Gilmore tells Playthings that in-store events where the audience is pulled into the movie or a simple prizes build loyalty. “In an environment of ever-increasing competition, differentiation is key,” says Gimore. “Any way in which a retailer can support the line in a fun and WWEngaging way with the consumer will help in setting them apart.”