Ready For a Close-up

Lights, camera, action! It's show time, and the future is looking bright for silver screen flicks that lend themselves towards a variety of toy categories. Super heroes, super powers and super-sized fantasies will play a big role in the films slated for release in the near future, which of course means great toy tie-in opportunities for manufacturers and retailers.

The June 30th premiere of Warner Bros.' Superman Returns will bring a host of new man-of-steel themed products into the marketplace from Mattel, the film's master toy partner. Maryellen Zarakas, senior vice president, worldwide marketing and television and studio licensing, Warner Bros.' Consumer Products, tells Playthings that retailers should pay attention to the film because, “we feel it's going to be the blockbuster event of the summer.” Zarakas also forecasts demand for Superman electronic products from Kids Station. “We're really excited about electronics,” she says. “It's really a growth area for us.” Thus, the studio is taking advantage of the film's predicted popularity to refocus on related brands like Supergirl and Superbaby.

Toy retailers should also take note of the upcoming Happy Feet, an animated tale about a dancing penguin, which is due in theaters on November 17. Zarakas says the film lends itself to a variety of new products from manufacturers like Thinkway Toys, its master toy licensee, and Sababa Toys.

Zarakas says retailers should definitely stay tuned during Licensing 2006 for news on upcoming films like Harry Potter and the Order of the Phoenix and Where the Wild Things Are.

New Line Cinema is partnering with Scholastic Media to bring The Golden Compass to theaters in November 2007. The film is based on the first book in Philip Pullman's “His Dark Materials” trilogy. At press time, the studio was still working on finalizing toy partners. However, David Imhoff, New Line's senior executive vice president, worldwide licensing and merchandising, says the fantasy nature of the film “clearly provides for a very significant toy range from traditional action figure play sets to high-tech toys to games and role play.” He says the company will be making it a priority to find a partner to create interactive video games in order to take advantage of all the recent and pending game console upgrades.

Imhoff is confident about The Golden Compass' potential for big-screen success, especially in a post-The Lord of the Rings environment, which is much more fantasy-friendly than in the recent past. “The Lord of the Rings was the proof that fantasy could be accepted by a big mass audience and not [be just] what it used to be—a B movie,” he says.

Another fantasy flick to watch for is a modern re-telling of the Jules Verne classic Journey to the Center of the Earth, due to hit theaters in July 2007. The film, produced with Walden Media, stars Brendan Frasier and will be, according to Imhoff, the first live-action film to be shot entirely in 3-D.

Eva Steortz, vice president of boys' and film marketing for Disney Consumer Products, recently gave Playthings a sneak preview of some of the film titles that the company will be showcasing at the show this year. In 2007, retailers should keep an eye out for the 3-D film Meet the Robinsons, based on a book by William Joyce. Summer of 2007 will bring the latest Pixar flick, Ratatouille, as well as the third installment of the Pirates of the Caribbean franchise.

Next year's holiday season will see the release of a live-action film, Enchanted, which follows an animated princess who becomes a real girl making her way in New York City. While no deals are final yet, Steortz says the company might add the film's lead character, Giselle, to the Disney Princess franchise.

Retailers should also be on the lookout for the upcoming continuation of the Chronicles of Narnia film franchise. Stoertz predicts an “exciting announcement” being made at the show. Commenting on the success of the franchise so far she says, “We knew it was going to be big, but didn't know it would be this big…It has surpassed Pirates now.”

Retailers can also anticipate a line of collectibles, games and costumes tied to 20th Century Fox's new fantasy film, Eragon, based on the best seller by Christopher Paolini. The film premieres in June.

Also at 20th Century Fox, a licensing program for The Simpsons Movie is being planned. The film, based on its ever-popular television property, is expected to hit theaters in July 2007.

Television licensing overall is as hot—and crowded—as ever this year. HIT Entertainment's Jamie Cygielman says, “The market, particularly for preschool, has become increasingly competitive. The challenge is to stand out and connect with children and families at all relevant touch points.”

HIT's Thomas & Friends is “full-steam ahead, expanding into key lifestyle categories from apparel to home décor,” according to Cygielman. She says that retailers can look for new Bob the Builder products that will provide a variety of new ways for children to interact and build with their favorite carpenter. HIT has also signed some soon-to-be-announced partners for Barney, while The Wiggles will inspire new home entertainment titles and audio compilations. Angelina Ballerina is getting an expanded publishing program and new apparel and accessory collections.

Universal Studios is launching a new Curious George television series to air on PBS starting September 4. Amy Taylor, senior vice president of licensing and retail for Universal Studios Consumer Products Group says that retailers can expect a new line of series-based toys from Toy Biz, the master toy licensee. At press time, there were no specific product details available, but Taylor predicts that many of the toys will incorporate counting and shape recognition activities to reflect the particular curiosities that the inquisitive chimp will have in the new series.

Warner Bros. Animation is launching a new series, Legion of Superheroes, on its Kids WB block on the new CW network this fall. Also launching in the Kids WB programming block is Monster Allergy, a new show for kids created by animation production company Rainbow Entertainment. The series is based on the international best-selling comic book of the same name. Warner Bros. Consumer Products will be representing the European property for toy licensing and merchandising in North America. Toy partners for both properties have not yet been announced.

Scholastic Media's vice president of consumer products, Gary Hymowitz, says that the company will continue to support its evergreen Clifford the Big Red Dog franchise in 2006 and 2007 with a host of new toys from its new master toy licensee, Jakks Pacific. Hymowitz says retailers can look forward to new plush, play sets and other products this spring.