US OPINION: Toy movies in 2011

Lutz Muller looks at how the influx of films is affecting the toy industry.
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The movers and shakers in the US toy industry – both manufacturers and retailers – are becoming really concerned about two things. One is that the top toy movies just do not seem to have the same pull any longer. And the second is that there are just too many of them which, in the view of the national toy buyers, could lead to cannibalisation.

The first issue is very material since there is as a rule a clear correlation between the box office of a movie and the toy sales that are generated by them. The exception are situations where strong movies back toys that are badly distributed or merchandised.

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