Scary and magical things, zombies, witches, vampires and monsters are classic topics that always do well for Halloween. In Europe, where celebrating Halloween is getting more common, these classic themes seem to be even more important than in the USA. In America most people choose a more original costume, while Europeans are importing the tradition by actually dressing up as monsters, vampires, et cetera.
Anyhow, there is no doubt October is a good month for television channels to release shows and movies based on spooky subjects, for example “Vampirina” (Disney Junior, since 2017) and “The Bureau of Magical Things” (Nickelodeon, 2018). Apart from that, there are specific episodes aired from most shows; “PAW Patrol Halloween Special”, “Fancy Nancy - Nancy’s Ghostly Halloween”, “Billy and Mandys Jacked - Up Halloween”, among many others.
Beyond TV channels targeting children, HBO hit the jackpot with Game of Thrones, a highly popular show that has been having a great impact on the toy industry in general, and a great deal during Halloween. For the last few years, the characters from the show have been some of the most featured in costumes all over the globe, and their aesthetics have been inspiring toys and decorations that are genuinely used during this festivity.
New platforms, new content, new influencers
Even if traditional TV is still influential, it is clear that the balance is moving towards content released on other platforms. Actually, Netflix is one of the biggest content producers at the moment, and that, obviously has consequences for the toy industry.
There are many relevant shows I could talk about, but I am only going to be able to name a few of the Netflix’ shows that are relevant for the industry nowadays, especially for Halloween. One of them is “Stranger things”. Fans of the show can find a broad range of products and toys that are very appealing at this moment. For instance, action figures of their favorite characters in a various range of finishes, from the original cute designs of the Funko collective vinyl figures to the highly detailed McFarlane figures. There are also excellent board games such as Monopoly Stranger Things Game from Hasbro. And of course, in the market you can find are very accurate costumes targeting both adults and young children (even if the show is not appropriate for kids at all).