Wednesday, May 19, 1999
Movie mania strikes stores
Force is with toy retailers
BY LISA BIANK FASIG
The Cincinnati Enquirer
Forget the force, George Lucas. On this, the fourth universal tour of Star Wars, may the stores be with you.
Industry observers are estimating more than 1,000 licensed products are being sent to retailers to coincide with today's release of Star Wars Episode I: The Phantom Menace. Hasbro alone has developed more than 200 products, and nearly three times as many action figures as it did for the first three Star Wars films.
If Star Wars fans don't think marketers can top the disco version of the theme song released in the 1970s, think again. Weeks before today's release, vendors were offering fast-food tie-ins, collectable pop cans, fruit snacks and dinnerware. Grocery stores and toy retailers have been clearing way for a glut of merchandise since May 3.
“I wouldn't be surprised if you saw Star Wars toilet tissue,” said Diane Cardinale, spokeswoman for the Toy Manufacturers of America. “The total number of products, including bed sheets, key rings, etc., was over 1,000.”
The reason for product proliferation is basic: Supply and demand. Manufacturers and vendors sought licensing agreements to meet an an ticipated need. And yes, said Jim Silver, publisher of the trade magazine the Toy Book, Star Wars items are moving as fast as vendors expected.
“I know Toys "R' Us met their 24-hour expectations at 7 a.m.” on May 3, Mr. Silver said. The stores opened at midnight.
“In terms of merchandising and Star Wars, I don't think there ever was a question of how hot it will be.”
That doesn't mean LucasFilm Ltd. is giving license to anyone. Mr. Silver figures more companies were turned down than accepted.
Tim Hall, vice president of Star Wars for Hasbro, said the toy maker is introducing more than 200 items in 1999 alone, more than half developed in Cincinnati. For a com parison against the first three films, Mr. Hall said Hasbro released 10 to 12 action figures per film. It is releasing 34 for Phantom Menace.
“Our goal is that you can go into any toy department across the world and you can find a Star Wars product,” he said. “Virtually every division in Hasbro is doing some kind of Star Wars product.”
Those who were around in 1977 might also remember that toy maker Kenner did not actually have toys ready for the movie release, according to Mr. Silver. The company instead shipped empty boxes; buyers sent in coupons for the product when it was ready.
This time, Star Wars products have ventured far beyond toys. Pepsi, Frito-Lay and Favorite Brands International are among vendors that have landed coveted licensing agreements from LucasFilm. Pepsi has rolled out a line of 24 different “collectable” cans. Favorite is selling fruit snacks in the shape of movie characters.
But grocers are selling more than food. Steve Jagers, a spokesman for the Kroger Co., said action figures, watches, posters, plates and pull toys have been arriving in waves. “All indicators show that they should blow off the shelves,” he said.
Same story at Bigg's. Monica Schierbaum, spokeswoman, said licensed products have been “selling like crazy.”
Ms. Cardinale of the Toy Manufacturers of America said sales of most movie-licensed products are linked directly to how well the movie does, and most sales occur after the movie has been released.
Phantom Menace, she said, has been an exception, though actual sales figures probably won't be released until early June.
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