Besides Disney, dedicated toy manufacturers often take their fate into their own hands when it comes to licensing and produce their own blockbusters with their most popular toys. The latest example is “My Little Pony: The Movie” from Hasbro. The toy maker has now seriously cranked up the merchandising machine behind this franchise, first launched in the eighties. The product range includes Hasbro toys and licensing partners add costumes, make-up for children and even a dedicated shoe collection.
Hasbro has also announced a new season of the TV series, a DVD of the movie and regular events which will encourage fans to delve ever deeper into the brand. Competitor Mattel is expected to present Barbie in her first ever live-action film in 2020. The protagonist will be different from the Barbieland inhabitants and gets to make a positive difference in the real world through her otherness.
To be continued...
The clearer the messages and values conveyed in the movies, the better the chances of having profitable licensed products. Trust also plays a key role and this is usually built up through long-term association. The movers and shakers of the film world are also conscious of this and are putting their cards on the table for 2019.
Already announced are, for example, “Pets 2” (Universal Pictures), “How to Train Your Dragon 3” (DreamWorks Animation), “Wreck-It Ralph 2” and “Toy Story 4” (both Disney). Last, but not least, all “Frozen” fans have reason to be cheerful as well. The long-awaited sequel is due to hit cinemas in the fourth quarter of 2019.
Celebrating an anniversary with a film release
Sony Pictures plans to release “The Angry Birds Movie 2” on 20 September 2019 to mark precisely the tenth anniversary of the game of the same name. The Simpsons will also celebrate their 30th anniversary, with a second film announced for 2020. We will have to wait and see which blockbusters are the first ones to hit the jackpot over the months ahead and show the biggest licensing potential. Because, as always, these things are never set in stone.