Battle of the Summer Toys

Battle of the Summer Toys

Tuesday, June 12th, 2007 6:58am CDT

Categories: Movie Related News, Toy News, Reviews, Company News
Posted by: Stormrider   Views: 18,385

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Toy manufacturers are betting on a good year for sales with summer movies to help promote their toys. With so many action packed movies like Spiderman, Pirates of the Caribbean, Fantastic Four, and Transformers- what will be the most popular toy?

Sheliah Gilliland of Internet toy retailer EToys.com is betting on Transformers.

"Transformers will be the biggest seller — it's a movie based on a line of toys that has been popular since the '80s," she said. "They have always been strong sellers but, because of the movie, they are coming back in a huge way."

With so many sequels, toy manufacturers — as well as the studios — must up the ante to outdo the previous offering.

Transformers are considered the ultimate boy toys that could also be a hit with dads who played with them when they were young.

Hasbro has come out with an updated line, including the Optimist Prime truck that transforms into a blaster with one pull of a handle. The company will release a new video game in time for Father's Day.

In this summer's toy war, Hasbro, may have the most to lose.

Hasbro holds the master toy license to three Marvel comic-book movies being released this summer, "Spider-Man 3," "Transformers" and "Fantastic Four: Rise of the Silver Surfer." That means the manufacturer will essentially be competing against itself in the toy aisle.

But having toy lines for three summer blockbusters may not be a walk in the park for Hasbro.

Lots of movies do not translate to strong toy sales, said Gerrick L. Johnson, an analyst with BMO Capital Markets Corp.

"We think this [Marvel licensing] deal will be a profitable one for Hasbro; we also think it is expensive and risky," he wrote in a recent report.

The company needs $1 billion in Marvel-related sales over the next five years to make a profit on the licenses, he said. "That is a lot of toys and our concern is that interest in super-hero-related movies and toys will begin to wane."

Hasbro is confident it will gain from its Transformers brand and has signed deals with 230 licensees worldwide for T-shirts, bedding, cellphones and shoes.

"It's much more about total enterprise for us," said Brian Goldner, chief executive of Hasbro. "We know we have created a great array of products for kids and collectors."


Read the entire article here in the LA Times.

Credit(s): Los Angeles Times, Lorenza Muñoz,


This article was last modified on Tuesday, June 12th, 2007 7:00am CDT

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Re: Battle of the Summer Toys (160235)
Posted by GrimSqueaker on June 12th, 2007 @ 7:12am CDT
230 licenses? God luck completionists :grin:
Re: Battle of the Summer Toys (160248)
Posted by Liege Evilmus on June 12th, 2007 @ 7:19am CDT
Well seeming as that the stores are still brimming with stock from Pirates2, Spider-Man2, and the first FF movie(not to mention all the Superman and Batman stuff), I don't think the addition of more product is going to help them.

After all, You can either buy this years Jack Sparrow costume for $40, or last years on clearance.

TFs on the otherhand, only being out a coulpe weeks are already becoming hard to find. The stores by me now only have the voice changer, Optimash, some basics, and FABs. The Deluxes are pretty much gone!

So with all this, I can't help but think that this is a one sided battle this summer.
Re: Battle of the Summer Toys (160258)
Posted by Sean on June 12th, 2007 @ 7:31am CDT
Now that gives a good explanation about why I see a slew marvel tits and other properties instead of the transformers here in my virginia area. trying to boost itself up in sales and not doing much for the line that should be the big seller
Re: Battle of the Summer Toys (160261)
Posted by Phenotype on June 12th, 2007 @ 7:34am CDT
Where can I find the Optimist Prime blaster and are they going to release a Pessimist Prime repaint?
Re: Battle of the Summer Toys (160269)
Posted by Counterpunch on June 12th, 2007 @ 7:39am CDT
Phenotype wrote:Where can I find the Optimist Prime


"Megatron! One shall stand and one shall fall and hopfully the one standing will be me because I'd like to think that the one falling will be you."
Re: Battle of the Summer Toys (160277)
Posted by Lapse Of Reason on June 12th, 2007 @ 7:42am CDT
I'm glad to see the mention of kids and adult collectors. It shows they do have adult collectors in mind as part of their overall strategy.
Re: Battle of the Summer Toys (160341)
Posted by Brakethrough on June 12th, 2007 @ 8:23am CDT
Counterpunch is officially chief morale officer, now.
Re: Battle of the Summer Toys (160496)
Posted by Robinson on June 12th, 2007 @ 9:55am CDT
The company will release a new video game in time for Father's Day.


My Ass. It comes out a week and a half after it. Now my damn Fathers Day gift is a gift card so I can buy the game nearly 2 weeks later.
Re: Battle of the Summer Toys (160691)
Posted by Uncrazzimatic on June 12th, 2007 @ 12:03pm CDT
GrimSqueaker wrote:230 licenses? God luck completionists :grin:

Yeah, glad I'm not one of them.

Counterpunch wrote:
Phenotype wrote:Where can I find the Optimist Prime


"Megatron! One shall stand and one shall fall and hopfully the one standing will be me because I'd like to think that the one falling will be you."


Counterpunch you are a king amoungst men.
Re: Battle of the Summer Toys (160700)
Posted by Booda on June 12th, 2007 @ 12:09pm CDT
It's certainly possible that Transformers can single-handedly carry the weight of Hasbro's debts, but that's still a huge risk. You can't guarantee that Transformers will be a huge seller (even though it will most likely be, I mean, they're Transformers for crying out loud). The movie isn't even out yet, and I've still seen random children grabbing for the toys off endcaps just because they look cool. Collectors and older fans are already buying up the merchandise. As long as the movie does well, the sales should improve upon what already appears to be stable returns.
Re: Battle of the Summer Toys (160944)
Posted by City Commander on June 12th, 2007 @ 2:22pm CDT
lol Optimist Prime. Good un.
Re: Battle of the Summer Toys (161175)
Posted by Spooner on June 12th, 2007 @ 5:09pm CDT
Booda wrote:It's certainly possible that Transformers can single-handedly carry the weight of Hasbro's debts, but that's still a huge risk. You can't guarantee that Transformers will be a huge seller (even though it will most likely be, I mean, they're Transformers for crying out loud). The movie isn't even out yet, and I've still seen random children grabbing for the toys off endcaps just because they look cool. Collectors and older fans are already buying up the merchandise. As long as the movie does well, the sales should improve upon what already appears to be stable returns.


It's not that big a risk - remember, the Transformers brand is their baby; they don't have to obtain any licenses or pay any royalties (except to GM, but that's marginal). And when the movie comes out, how much cooler will the toys look to the kids? I think Hasbro's looking at a windfall here...
Re: Battle of the Summer Toys (161178)
Posted by Retardicon on June 12th, 2007 @ 5:11pm CDT
I was excited about the toy line launching. Seibs cool preview galleries helped.

Its amazing how fast things change when you walk into the store and just get that 'meh' feeling. I was gonna pick up the leader-class Prime, until i listened to the box and 'Tried it'.

What the hell is that sound supposed to be? Did it need to have the flashing lights?

If I wasn't so damn picky, I'd be broke. But I'd definitely get that Pessimist Prime.

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