Hollywood films reel in US toy sales

Upcoming films, numbering at least 25, will affect greatly the industry's licensing trends.

According to the NPD group, the US toys sales registered an increase of 5 percent by the end of 2016, amounting to $26.5 billion in direct sales, with 30 percent contributed by licensed toys year-on-year. The market should see further growth this year with licensing, as fuelled by the release of an unprecedented number of movie toy tie-ins. 2017 will see 25 fan-favorite and family-friendly films hitting cinemas, including the live-action version of Beauty and the Beast, Batman and Ninjago Lego movies, and sequels such as Cars 3 and Smurfs: The Lost Village.

New York Toy Fair organizer Toy Industry Association (TIA) identifies Moviemania as a top toy trend to watch out for this year, with most licensed models coming from Disney content. Toy giants Mattel and Hasbro have already rolled out a fresh batch of Star Wars action figures at the recently concluded event, the latter offering special Kenner-inspired models in commemoration of the beloved franchise's 40th anniversary.

Expect Wal-Mart, Target and Toys "R" Us to resemble a Disneyland or Hollywood gift and souvenir shop, with aisles littered with movie and cartoon characters. Superheroes and elements from DC and Marvel universes will remain prominent for the whole year.

Toyetic films such as Fast and the Furious and The Mummy, despite the movies' content not being appropriate for young children, further drive demand, with adults and parents being the key target consumers. Reversed licenses, wherein licenses are created for a new hit franchise or film, are also contributing to sales growth.

TTPM, which gives expert product reviews, predicts that film-related toys will account for 20 percent of the US toy industry's total revenue for the year.