Why toy movies are a marketing goldmine

Some of my earliest memories are of playing with Barbies.

Not dolls. Specifically, Barbies. (And later Bratz, which I am forever loyal to, just FYI).

Toys have always been an integral part of human culture and have a rich history dating back to ancient civilisations.

They also play a crucial role in the shaping of our identities. Take one look at a Bratz doll and then me, and you’ll see what I mean.

So, it’s no surprise that toys have made their way into popular culture. Some would even call it inevitable that they’ve become the inspiration for a lot of our film and television.

The partnership of the two has a long history.

Why?

Because it rakes in the big bucks.

The connection between cinematic releases and toy sales is a tangible one.

The barrage of licensed toys has been such a hit in cinema in recent years that the Toy Industry Association added 'movie mania' as one of its 2017 trends, a list of industry-defining topics it releases every year during Toy Fair.

In fact, toys based on movie franchises, television series, and other content driven platforms accounted for 30% of toy sales back then. Last year, franchises like Transformers and Super Mario contributed 77% of the action figure market.

The relationship between toys and film goes both ways. Toy collectibles are derived from beloved movie characters. Numerous toy franchises have become their own films. And the impact on revenue and audience expansion for both box office and manufacturers is clear.

Mattel calculated that the revenue boost from the Barbie movie was $125 million.

In the box office, Barbie was the highest grossing movie of 2023.

Gross billings in the doll category were up 24% and Barbie sales were up 14% last year. The effects were instant. But Mattel executives also believe the Barbie movie will be a catalyst to drive sales for years to come.

This may be the reason Mattel has announced 14 upcoming movies based on their toys, including Master of the Universe and Polly Pocket. Even toy films that got stuck in development, like Furby and Settlers of Catan, might see the light of day.

In fact, there are over 40 films in development stages at the relatively new Mattel Films.

It seems Mattel Films is set to mark itself as one of the biggest new entertainment franchises we’ve seen.

Toy movies are successful because they transform the source material while maintaining important lore. They embrace imaginative storylines and tap into nostalgia, making them well-received by audiences.

Movies about our favourite childhood toys hold a special place in our hearts because they’re nostalgic. Seeing them come to life is always a magical experience, creating huge box office success.

And it goes both ways.

Movie or streaming releases often put franchises in the spotlight for weeks or even months at a time. 'I absolutely, undoubtedly expect toys with a movie or pop culture tie-in to have strong sales,' Linda Johansen-James, Founder and CEO of management and consulting firm International Retail Group, told Retail Dive.

The synergy between media exposure and toy sales is one that continues to grow as digital integration becomes more common. Just look at the successes of such movies in last few years.

Three takeaways:

Create an emotional connection. Nostalgia marketing, as we know, is super effective. Tapping into an emotional connection consumers have with toys from their childhood and bringing these characters to life drives both immediate and long-term sales.

Combine media and merchandise. Integrating movie or streaming releases with toy lines can create a symbiotic relationship that boosts visibility and revenue for both products, making it a powerful strategy for audience expansion.

Know what's trending. This helps your brand align marketing efforts with current consumer interests.

NOW I am BEGGING that somebody please make a Bratz movie (feel free to cast me as Jade.)

Please and thank you x

-Sophie, Writer