Collectors are driving the success of Marvel’s Guardians of the Galaxy toy ranges, Paul Gitter, SVP, Marvel Licensing, Disney Consumer Products has told ToyNews.
The film launched with partners including Hasbro, LEGO and Funko and the first wave of toy lines have enjoyed
“As with most origin films, the product sales start with fans and collectors,” said Gitter.
“Anything for collectors and fans [are selling well], like Hasbro’s Marvel Legends line, Funko’s vinyls, and adult t-shirts. And the LEGO construction sets are performing great.
“Several items for kids, especially the LEGO sets and the Rocket plush, are selling well too, and we know the interest with kids will only grow as we get closer to the holidays and especially the upcoming Blu-ray/DVD release.”
Guardians of the Galaxy, like Avengers before it, boasts a team of heroes rather than one standalone figure, but which of the Guardians is proving the most popular?
“As we expected, Rocket has resonated since he is relatable, tough, and funny. And Star-Lord as the team leader and all around cool guy is strong in toys and apparel,” added Gitter.
“The big surprise was Groot, as he connected with kids and adults in a significant way that many could not have expected.”
Funko has launched a figure based on one of Groot’s standout moments from the film with the Funko Dancing Groot figure, and according to Marvel, there are more toys on the way featuring the grooving tree.
“How can there not be? He was a breakout star,” continued Gitter.
“Kids and fans will be very excited to see some of the new Dancing Groot items we have in store for this holiday season.
“One of the concepts launching this holiday at Walmart in the US will be from KidDesigns and will feature the sound activated dancing feature to the Jackson 5 song that kids loved from the film,” Gitter continued.