Toying around

When Pokémon first came on the scene in 1996 for the Game Boy Advance system, its popularity exploded in the U.S. The multi billion dollar worldwide franchise famously moved into other product categories like trading cards, anime, manga and books—Pokémon was everywhere.

These days, not much has changed. Toys, games and other video game-related products are everywhere. Some upcoming game-inspired items to watch for include Diamond Select Toys' Series 2 of Art Asylum-designed Street Fighter Mini Mate figures; Shadow of Colossus, Final Fantasy and Dragon Quest VII figures from Tokyo-based Kotobukiya; Kubrick sets of mini figures depicting Rock Star Games' Vice City characters; NECA's 10th anniversary, 7-inch figures for Resident Evil; a new wave of collectible figures based on Halo from Joyride Studios, a division of RC2; and Legend of Zelda, Metroid, Doom and Magic: The Gathering toys from First4Figures for holiday and 2007.

Jakks Pacific, Malibu, Calif.—which recently acquired the Pokémon toy license previously held by Hasbro—is set to launch in the spring 100 3-inch action figures, deluxe figures, large and mini plush as well as a Pokédex, a handheld interactive game featuring 386 characters. Beyond those marquee items, the line will expand to encompass play sets, role-play products, plug-and-play games, carrying cases, motorized Pokémon, craft kits, stationery and writing instruments, and seasonal products, including kites and pool toys. New Pokémon items will be distinguishable by “Catch 'em All” signage. Select retailer exclusives are planned throughout the year.

Eddie Hayden, director of marketing of boys entertainment brands for Jakks, tells Playthings that the key Pokémon product for the company will be the figures, because “collecting all the Pokémon is what the brand is all about.” By providing “literally hundreds of Pokémon figures to collect, the figure line will complement the years of collecting hundreds of Pokémon in the video and card game platforms,” he says.

Connecting with game fans is key, whether it's on fan message boards or personally answering fan questions. That's how Jed Haigh, production manager for S.O.T.A Toys, promotes the Balboa, Calif.-based manufacturer's items, which include Street Fighter figures. Haigh tells Playthings that it makes sense to use the license of a video game in the toy category because of the consumer reach of the games. The company will launch the fifth wave of 6-inch Street Fighter action figures next spring. “We are currently pursuing several new video game licenses because S.O.T.A recognizes the viability of all things video games,” says Haigh. “When you consider that video game sales dwarf movie ticket sales, it's only logical to look at this market that reaches such a broad fan base.”

Meanwhile, this September, Glendale, Calif.-based LucasArts released its second installment of Lego Star Wars: The Original Trilogy for PS2 and several other platforms, and Lego will release two new Star Wars play sets, including Jabba the Hutt's Sail Barge and Imperial Star Destroyer.

Michael McNally, brand relations director at Lego, Enfield, Conn., says that the play sets have actually inspired some of the game features and vice versa. Next year marks the 30th anniversary of Star Wars, which means more product opportunities, including some unique marketing to celebrate Star Wars across each episode through consumer events.

“I was a huge Star Wars fan as a kid,” says McNally. “I also was a hard-core Lego kid, but there were no Lego Star Wars sets back then. And I loved my Atari 2600 and Nintendo games. I absolutely would have loved combining my favorite toy, my favorite property, and my love of gaming, so I anticipate the generation of kids who are growing up with all three will think back fondly on their Lego Star Wars days. And, there are lots of adult collectors of the Lego Star Wars line, so it may even be the kind of thing fans of both won't ever stop enjoying.”