The film took $132m in the first three days, including £2.3m in the UK on its first day – Disney’s biggest-ever opening.
“Early sales of the toy line pre-movie release are way, way beyond expectation,” said Vivid Imaginations CEO Nick Austin.
“Several retail chains are reporting POTC as their number one boys toy line even before the movie breaks, which is quite extraordinary. We are now revising our toy retail sales forecast for the brand upwards by 80 per cent to around £21million. The big question is, will we get the stock to meet that forecast as North America and Europe are also showing dramatic sales?”
“Anyone in the toy business who does not believe movies drive footfall and counter-seasonal sales and profits should now be eating a large helping of humble pie. Star Wars, Kong and Pirates Of The Caribbean have been huge business drivers for our industry and I’m sure Cars, Turtles Movie, POTC3 and Shrek The Third will do same in the coming months,” concluded Austin.