IT’S ‘TOY’ MUCH!
Sales already surging as films drive biz
The force is strong with the toy sellers.
The US toy industry is coming off its best year in more than a decade and is expecting this year to be just as strong, thanks to the “Star Wars” juggernaut.
Sales rose 7 percent in 2015, with goods tied to Disney’s blockbuster “The Force Awakens” topping many wish lists. For an encore, sales matched that growth in the first half of this year, jumping a lucky 7 percent from the year-earlier period, according to the NPD Group.
“This has been an extraordinary 18-month period for the toy industry, which has been experiencing tremendous growth,” said industry expert Sean McGowan, managing director of Liolios Group.
Besides Disney’s “Rogue One: A Star Wars Story,” the toy industry is anticipating a boost from other breakout films heading into the crucial holiday season.
Disney’s “Moana,” about a Polynesian princess, and “Trolls” from DreamWorks Animation also are expected to ring up robust sales, according to experts.
“Overall, everyone is expecting another strong season, especially with three big movies coming out,” said Jim Silver, chief executive of TTPM, a toy review Web wite.
Retailers are already prepping for the holidays. Walmart released its Top 25 toy wish list on Wednesday, including Hatchimals, Pie Face Showdown, Nerf N- Strike Blaster and Sky Viper Streaming Drone.
In addition, the world’s largest retailer is launching its holiday layaway program on Thursday, the second year it’s done so before Labor Day.
“Star Wars will carry momentum again this year,” predicted Walmart’s vice president of toys, Anne Marie Kehoe. “We think it will be strong again.”
Most industry experts expect “Rogue One” to attract a smaller following than “The Force Awakens,” but any shortfall in Star Wars sales will be made up by a greater interest and investment in girls’ toys, according Piper Jaffray analyst Stephanie Wissink.
Disney is pushing its prin- cess franchise, including its recently launched “Dream Big, Princess” marketing campaign.
“This holiday period is shifting to girls’ toys from boys’ action figures and there is an expectation that the boys’ business could be down year over year,” said Wissink.