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If toy retailers post a good holiday season this year, they can thank a <\/span>big cast of characters that includes Barbie, Mario, Leonardo, Raphael, Donatello and Michelangelo \u2013 and Optimus Prime.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nAmazon<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>, <\/span><\/span><\/span><\/span><\/span><\/span>Target<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>, <\/span><\/span><\/span><\/span><\/span><\/span>Walmart <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>and <\/span><\/span><\/span><\/span><\/span><\/span>Toys R Us<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span> <\/span><\/span><\/span><\/span><\/span><\/span>are<\/span><\/span><\/span><\/span><\/span> major players in U.S. toy retail <\/span><\/span><\/span><\/span><\/span><\/span>and they\u2019ve all released their top toy lists for this holiday season in recent weeks. All of those lists have some similar recommendations in that they feature familiar <\/span>intellectual properties that had a movie release this year. That list includes Super Mario Bros., Teenage Mutant Ninja Turtles, Barbie and the Transformers.<\/span><\/span><\/span><\/span><\/span><\/p>\nMovie or streaming releases often put franchises in the spotlight for weeks or even months at a time. That\u2019s likely to make these toys high on holiday gift wishlists, industry leaders and analysts told Retail Dive.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cI absolutely, undoubtedly expect toys with a movie or pop culture tie-in to have strong sales,\u201d <\/span><\/span><\/span><\/span><\/span><\/span>Linda Johansen-James<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>, founder and CEO of management and consulting firm International Retail Group, told Retail Dive.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cThey\u2019re kind of like the \u2018celebrities\u2019 of the toy world because they have a built-in fan base that extends beyond just the kids \u2014 this also ties into that nostalgia factor among adults! Brands like Barbie, Mario, and Ninja Turtles already have a certain star power, magnified by recent and upcoming pop-culture media appearances,\u201d Johansen-James said in an email. \u201cThese types of toys capture the essence of the character or brand. If it can do that and offer something fresh and innovative \u2013 that’s a recipe for retail success.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nAccording to <\/span><\/span><\/span><\/span><\/span><\/span>Steve Totzke<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>, president and chief commercial officer of Mattel, which owns the Barbie toy line, the Barbie movie has turned into a global phenomenon since its summer release.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cNot only did the movie break record after record at the box office, we are seeing the results in our Barbie movie line,\u201d Totzke said. \u201cIn association with the theatrical release, we launched a wide range of Barbie movie-related toys and products with releases to date selling out across major distribution channels.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nPrice is top of mind for toy consumers <\/span><\/span><\/span><\/span><\/span><\/h3>\nAffordability is a common theme this year in the world of toy retail. In some capacity, all of the major retailers\u2019 lists specifically highlight toys for less than $25. That\u2019s not surprising, given ongoing consumer concerns over inflation and lower discretionary spending, the executives and analysts said.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nJill Sando, Target\u2019s executive vice president and chief merchandising officer, acknowledged in a <\/span><\/span><\/span><\/span><\/span><\/span>statement <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>that \u201caffordability is top of mind\u201d for consumers as the holiday season approaches.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\n\n
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\nThe PAW Patrol Liberty & Junior Patrollers Vehicle Playset<\/p>\n
Permission granted by Target<\/p>\n
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Johansen-James said the channels, timing and types of toys that kids and consumers want this year have \u201cundoubtedly\u201d shifted. While trying to make predictions is \u201clike reading a crystal ball\u201d experience, context and data offer some insights into consumer behavior around toys this season.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cShoppers have become increasingly savvy when looking for deals due to new technologies and circumstantial factors,\u201d Johansen-James said. \u201cI anticipate consumers shopping earlier in the season this year or turning to online marketplaces for better prices. Another consumer shift to note is experiences becoming more valued than material goods. As such, I\u2019d expect to see more parents opting for gifts that offer a memorable experience.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cUncertain economic times often yield a certain frugality when it comes to discretionary spending,\u201d\u00a0Johansen-James continued. \u201cPeople begin to tighten their purse strings. However, the emotional value of gifting, especially to a child, often surpasses economic concerns. It’s like the toy store has its own economy, fueled by parental love and the magic of the holiday season.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nShe also noted that \u201cconsumers are exercising more caution regarding spending,\u201d which, in turn, is likely to increase buys of versatile toys that offer long-term engagement. Johansen-James characterized those purchases as value driven. \u201cBrands that can combine the thrill of the new with a sense of enduring value are likely to be a big hit,\u201d Johansen-James said.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\nTotzke, who oversees Mattel\u2019s global commercial operations and worldwide sales in more than 150 markets and also is a member of the board of directors of the Toy Association, had a similar take.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\u201cOverall, the toy industry is a resilient one and we expect it to continue to grow over time. Toys are a strategic category for retailers, and parents will forever prioritize spending on their children,\u201d Totzke said. He also noted that Mattel recently <\/span><\/span><\/span><\/span><\/span><\/span>won back the license<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span> for Disney Princess in that brand\u2019s 100th anniversary year. Mattel also recently got back toy rights to the Frozen franchise and its all-new doll line hit shelves in January.<\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n\n
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\u201cOverall, the toy industry is a resilient one and we expect it to continue to grow over time. Toys are a strategic category for retailers, and parents will forever prioritize spending on their children.\u201d<\/p>\n
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Steve Totzke<\/p>\n
President and chief commercial officer of Mattel<\/p>\n<\/div>\n<\/div>\n
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