NPD: Film sequels set to boost toy sales

Analysts expect increase of at least three per cent on sales of licensed toys this year.
Publish date:
Social count:
5_Disney Pixar Cars 2.jpg

Over the course of this year's summer holidays, a total of four movie sequels are being released - Cars 2, Transformers 3, Pirates of the Caribbean 4 and final instalment of the Harry Potter series.

NPD data shows that cinema releases 'play an important role in the toy industry', and in the UK alone, licensed toy sales accounted for 25 per cent of sales value in 2010, boosted by the Toy Story merchandise.

This year appears to be following suit already. Transformers 3 toy sales climbed to become the top property in the UK* after the movie release and the week after, the Cars range overtook in the build-up to the film release on July 22nd.

Meanwhile, Harry Potter and Pirates of the Caribbean – with slightly older core target markets – will appeal to broader audiences beyond the traditional toy market.

Frédérique Tutt, toy industry expert for The NPD Group commented: "With an already well established level of awareness with both parents and children, Cars has all the ingredients to be one of 2011’s biggest winners. If Cars 2 delivers as expected, it will become one of the biggest licensed toy lines ever in Europe, and we can easily envisage toy sales across the five major markets in Europe reaching the £172m mark.

"In fact, Transformers 3 is the only other toy line coming to the cinema with sales likely to challenge the success of Cars. Conversely, we predict sales stimulated by the other summer films will be short-lived, as retailers are keen to maintain clean shelves."

Tutt also added a note of caution: "Strong box offices sales don’t always equate to sales of merchandise. Avatar was the biggest box office success of all time, with ticket sales of £1.7bn worldwide, but it only raised £2.3m worth of toy sales in the UK last year."


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.