A TO Z OF THE TOY INDUSTRY – D IS FOR DISNEY
If you had to objectively pick one licensor who has the biggest impact on/is most important to the toy industry, Disney would have to be top of the list by quite a long way!
With huge heritage, parental trust and an awe inspiring back catalogue of iconic characters/movies, Disney has played a huge role in the toy industry over the years. With the acquisition in recent years of movie behemoths Marvel & Lucasfilm (Star Wars), Disney catapulted even further ahead of any other kids licensor.
The market size of the toy industry has traditionally ebbed and flowed with the strength of the annual movie slate. When Disney, Lucasfilm & Marvel were separate entities we saw ‘fallow’ years, where the movie slate was considerably weaker than in previous years. One of the clear benefits to the toy industry has been the better alignment/balancing by year of blockbuster family entertainment movies, which has been enough to significantly increase stability in the toy business.
In terms of individual movie titles, Disney has introduced some of the biggest toy & merchandise selling brands of all time. From the gigantic success of Toy Story (in conjunction with Pixar), which lead to massive shortages of hot toys at Christmas (who’d have thought a movie about toys would be such a huge driver of toy sales!) through to the more recent sparkly juggernaut that is Frozen.
Disney corp brands are prevalent in all product categories, with different Disney brands often offering the strongest competition to other Disney corp brands! A quick web search on Amazon reveals an almost endless list of Disney toys: http://amzn.to/2fpQbIO
I’m not able to find any robust public domain data identifying Disney’s market share of the toy market, however, it is clearly a very significant player, and looks set to continue the leading role in toy entertainment brand franchises.
by Steve Reece, CEO of Kids Brand Insight www.KidsBrandInsight.com, a leading Consultancy to toy companies around the world, which helps companies with product reviews & awards, find the right toy & game factories, consumer research test their products with kids and parents and secure export distribution/market entry around the world.