Licensing, anniversaries push toy demand in 2017

Theatrical releases, and live and tentpole events are key contributors to the sales increase in licensed toy and game franchises.

With more than 40 movies set to be released this 2017, it is reported that an increase in the demand for merchandise revolving around fan-favorite franchises, particularly action figures and classic toys, is expected.

Licensed toys remain popular, with brands supported by multigenerational appeal. The demand for licensed characters are further pushed by strong theatrical releases, live and tentpole events, and upcoming franchise anniversaries.

For example, the worldwide phenomenon that was Pokémon Go was enjoyed by a population spanning various age groups, though mostly by young adults who grew up watching the cartoon and playing the video games. As the company celebrates its 20th anniversary this 2017, Pokémon merchandise and news will continue to be prevalent and in demand. Intergenerational play and advancements in augmented reality also keep Pokémon Go from phasing out.

Star Wars will also celebrate its 40th anniversary this 2017. Its popularity has remained intact since its first action figures were sold in 1977. The recently released Rogue One film, which will be followed by the Episode VIII installment, will drive in more sales that will spill over in the coming years.

Other notable franchises that will be celebrating their anniversaries this 2017 include Peter Rabbit, Teletubbies, Power Rangers, DragonBall Z and Care Bears.