The NPD has released sales data for the toy industry today, which includes a look at the top 10 toy properties for the months of January to June 2018. The data comes from 13 international markets tracked by The NPD Group. According to the data, DC Comics toys come in at the number nine spot in total toy properties for the first half of 2018.
“Traditional play patterns, collectibles, social media, and innovation are the major themes we saw trending globally in the first six months of the year, and I expect they will continue to accelerate. More than entertainment, brands have been an important trend to move the needle for the industry so far this year,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “Some key themes have also emerged or have been increasing in popularity, such as dinosaurs and unicorns on the one hand, and slime or toilet humour on the other.”
Looking back at the same time frame from 2017, Batman toys as a whole were listed at number 5 on the list. Illustrating the box office effect, declines in Building Sets and Action Figures can be linked to last year’s movie tie-ins, Batman vs Superman: Dawn of Justice, among others. This year, the NPD has combined Batman with the rest of the DC line, which puts them in the number nine spot, a drop of four on the top ten list.
While DC toy sales have dropped year-to-year, the toy industry as a whole saw global sales of collectibles increase by 26%, and now account for 11% of every dollar spent across the total toy industry.
Keep in mind that the second half year sales tend to trend higher due to the holiday season, but with a lack of Toys “R” Us this year, the future is a tad uncertain. Hopefully with Aquaman coming out in December, DC can move up the ladder on the list for the full year.
These numbers could also be an indicator as to why DC isn’t as prominent in the toy aisle compared to Star Wars, Marvel, LEGO and others. Another way to look at it is that maybe DC isn’t as high because they don’t have that prominent shelf space.
As always, leave your thoughts in the comment section below!
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Toys R Us Rebrands as Geoffrey’s Toy Box?
News broke a few days ago that Toys R Us was cancelling their pending bankruptcy plans, with plans to reemerge in the marketplace. Just how and when that comeback would take place was still a mystery, until now.
Geoffrey the Giraffe was spotted at the Fall Toy Preview in Dallas sporting a “Back from Vacation” cape, which made a few headlines on Twitter and Linkedin. This led to a little Internet snooping, which turned up the following information…
Geoffrey’s Toy Box will launch consumer locations across the country this coming November as a “shop-within-a-shop” concept, initially partnering with “a prominent Midwest retailer.”
The new venture, for now, is being operated out of the Toys R Us headquarters building in Wayne, New Jersey, where a small number of former Toys R Us executives and employees continue to report to work.
How will Toys R Us succeed in a marketplace that has changed dramatically in a few short months? Amazon and Walmart are starting a huge push to replace the failed toy company. Walmart plans to add dedicated space for pop culture collectibles in the coming weeks, and Amazon has been signing exclusive rights for various toy lines (like Funko’s Primal Age line).
As always, leave your thoughts in the appropriate places…
ABOUT GEOFFREY’S TOY BOX:
Walmart Diving into the Collectibles Market
Walmart plans to dive into the collectibles market in a rather big way soon. It seems Funko will have a prominent place at the store, as well as a few other collectible lines as well. You can read the entire press release below!
BENTONVILLE, Ark., Oct. 3, 2018 – Walmart is levelling up its pop culture merchandise for fans, announcing it will introduce a new, dedicated collectibles section in the entertainment department of more than 3,500 stores starting the week of Oct. 15. This new destination for collectors will feature:
- The exclusive brick and mortar retail home of Loot Crate, the popular subscription box will now be available for Walmart customers to purchase in store, debuting six different themed boxes featuring top movie, TV and game franchises reimagined as limited edition collectibles.
- An assortment of the best brands and selection of exclusive, accessories, toys, collectors boxes and more, with new and exclusive product from Funko, McFarlane Toys, and CultureFly.
Fan-Favorite Merchandise For All The Fandoms
There has never been a better time to be a fan than now and Walmart is excited to bring exclusive items for customers to show love for their fandoms. Whether you’re a casual collector or a dyed in the wool fan, there will be something for everyone.
Walmart will be the exclusive brick and mortar retail home for Loot Crate, the worldwide leader in fan subscription boxes. Customers will have their choice of six different boxes, all around a unique theme such as Best of the 80s, Space Out, Merc with a Mouth, Not of this World, Gaming Treasures, or Gaming Legends at launch for $19.88.
“We’re excited to curate fandom experiences with our partners at Walmart,” said Chris Davis, CEO of Loot Crate. “Loot Crate creatively collaborates with top licenses to deliver collectibles that are unique, and something that super-fans could only find at fan conventions, but now they can fill out their collections at Walmart stores nationwide.”
Funko Funatics will have a new spot to hunt Funko Pop! vinyl figures, as Funko merchandise moves from the toy department to their new home in Walmart’s collectibles section.
“We’re thrilled that Funko products will be joining the brand new collectibles section at Walmart stores across the country,” said Brian Mariotti, Funko Chief Executive Officer. “Collectibles is a brilliant addition to the merchandise display as is evident by the millions of people that shop pop culture favorites. We are eager to showcase Funko’s vast assortment of Pop! products in this new area and continue bringing joy to Walmart customers.”
Coming to stores and Walmart.com in late October, Walmart will have an exclusive chrome Thanos in six different colors, one for each of the Infinity Stones. But if you’re attending New York Comic Con, you might be able to snap up the Mad Titan a little early. Follow our friends at Funko for more details!
Joining Funko in their move from toys to collectibles will be products from celebrated action figure maker McFarlane Toys. In addition to the exclusive NBA 2K19 line of figures, Walmart will have three exclusive figures from EA SPORTS™ Madden NFL 19 Ultimate Team: Tom Brady, Dak Prescott, and Jason Witten. Plus, fans of Stranger Things will be able to find Upside Down Will in mid-October.
Finally, following a successful launch last holiday season, CultureFly returns to Walmart with their exclusive collector’s boxes, featuring unique products fans are sure to love. Customers will have their choice of boxes featuring a variety of items from Harry Potter, Fallout, Rick & Morty, and PlayStation for $19.88.
“Working with Walmart to bring new CultureFly boxes to their new collectibles section has been exciting,” said Edward Erani, CultureFly, Co-Founder. “I am confident that consumers will fall in love with the assortment and feel like they are walking a mini comic-con at their local Walmart.”
This news follows a recent announcement from Walmart to offer more toys than ever before and deliver the best shopping experience through in-store events and demos, and a new specialty toy experience online.
Walmart Inc. (NYSE: WMT) helps people around the world save money and live better – anytime and anywhere – in retail stores, online, and through their mobile devices. Each week, nearly 265 million customers and members visit our more than 11,200 stores under 55 banners in 27 countries and eCommerce websites. With fiscal year 2018 revenue of $500.3 billion, Walmart employs over 2.2 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. Additional information about Walmart can be found by visiting http://corporate.walmart.com, on Facebook at http://facebook.com/walmart and on Twitter at http://twitter.com/walmart.
Toys R Us Making a Comeback?
The Wall Street Journal is reporting a bit of news that seems to be right out of left field. It appears that Toys R Us is trying to make a comeback. Toys “R” Us Inc. has canceled its bankruptcy auction and is looking to “revive the business behind the Toys “R” Us and Babies “R” Us brand names.”
The Toys R Us Inc. new proposal offers a reorganization plan which says, “a new, operating Toys “R” Us and Babies “R” Us branding company that maintains existing global license agreements and can invest in and create new, domestic, retail operating businesses” under the brand name.”
The controlling lenders of the company determined that any “qualified bids” for their bankruptcy auction most likely would not “yield a superior alternative to the plan.”
What all this means and when a possible re-opening might take place is anyone’s guess right now. It is just good to hear that the company is trying to make a comeback. Hopefully when they do return, they will learn from the mistakes that took them down in the first place.
UPDATE – Official Press Release:
“Geoffrey, LLC, Toys “R” Us, Inc.’s intellectual property holding company subsidiary, announced today that it is moving forward with a plan for substantially all of its assets to be acquired by a group of investors led by Geoffrey, LLC’s existing secured lenders.
The announcement was made following a five month marketing effort by Boston-based Consensus, an investment bank retained to market the assets of Geoffrey, LLC, that resulted in several formal and informal proposals to acquire the intellectual property assets. After considering such proposals, it was determined that the proposal from the existing term lenders was meaningfully higher and better than any other global bid or the sum of the bids received on individual assets. The transition of the business to its new owners is pending approval of the United States Bankruptcy Court and all major creditor constituencies are supportive. Geoffrey, LLC thanks all parties that participated in discussions with the company over the prior months, particularly those that submitted proposals, for their thoughtful and diligent engagement.
Geoffrey, LLC, as reorganized, will control a portfolio of intellectual property that includes trademarks, ecommerce assets and data associated with the Toys “R” Us and Babies “R” Us businesses in the United States and all over the world, including a portfolio of over 20 well-known toy and baby brands such as Imaginarium, Koala Baby, Fastlane and Journey Girls. The reorganized company will own rights to the Toys “R” Us and Babies “R” Us brands in all markets globally, with the exception of Canada. It will also become the licensor of the brands to the company’s existing network of franchisees operating in countries across Asia, Europe and the Middle East, and in South Africa.
In addition to continuing to service these markets, the new owners are actively working with potential partners to develop ideas for new Toys “R” Us and Babies “R” Us stores in the United States and abroad that could bring back these iconic brands in a new and re-imagined way. Geoffrey LLC will provide additional detail on this front as it becomes available.”
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