Collectors driving Guardians of the Galaxy toy sales

More products also on the way featuring Groot, Marvel Licensing reveals to ToyNews.
Publish date:
Social count:

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
healthy sales.

“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.


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.