The $20 billion US toy market is increasingly obsessed with the film industry
There will be 30 children's movies released this year, and all the movies will have corresponding toys around them. Retailers and manufacturers have made big bets and bet on Hollywood studios, hoping to boost sales.
Each blockbuster will be accompanied by a series of small items and plush toys. Usually, such product retailers will give children and parents enough time to buy until the next big movie is released.
From the summer movie season that will open in late May, there will be six children's movies in the coming month, including "Cars 3" released on June 16 and "Transformers" released on June 23. 5: The Last Knight.
In addition, the two children's films "Captain Captain" and "Wonder Woman" will be released on June 2nd.
Gerrick Johnson, an analyst at BMO Capital Markets, said: "A large number of similar movies will kill each other. Children have a lot of time and money to watch these movies, but many retailers may mistakenly think they will completely consume these peripheral products."
Today, nearly one-third of toy sales come from licensed products, while movie peripherals account for the largest share.
With so many blockbusters coming out this year, the (American) Toy Association expects the market share of licensed products to continue to rise. But there have also been some early signs that consumers are tired of the movie.
The US toy market is "persistent" around the movie, or welcomes the wave of sales. According to the data of BoxOfficeMojo, "The Extraordinary Team" was released on March 24, and as of April 30, the global box office reached $134 million, but the sales of toys are very impressive. Disappointed. According to BMO research, since March 17th, "Beauty and the Beast" has reached $1.1 billion at the box office, and toy sales are also very bleak.
In fact, it is reported that the "Beauty and the Beast" toy also opened a "buy one get one free" promotion. According to data from the NPD Group, the US toy market rose by 5% last year to $20.4 billion, a growth rate of less than the expected 6.5%.
The same situation also appeared in "Star Wars." On April 13, Toys'R'Us said in a revenue conference call that the sales of Star Wars toys in 2016 were $50 million less than in 2015.
In 2015 and 2016, the "Star Wars" series was released. Johnson said: "In fact, the decline in sales of Star Wars related products is because consumers are tired."
On December 15 this year, "Star Wars: The Last Jedi Knight" will be released, but the sales situation has not changed. Dave Brandon, CEO of Toys'R'Us, said: "The good news is that there will be more than 26 blockbusters released in 2017, which will give us sales growth opportunities."
There is no good news in the toy market around the movie. Jim Silver, president of the toy review website TTPM, predicts: "The sales of toys around this summer will be exceptionally strong."
According to Silver, the eight upcoming movies this summer will have a market share of about $5 billion, and retailers can take a slice of it. Spider-Man and Cars 3 each account for $1 billion.
Another wave of toy sales around the movie will appear in the fourth quarter, when the movie preview is launched, Silver said: "Some of the highest-priced peripheral products may come out along with the notice."
Compile / Hugo Net Fang Xiaoling
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