|
Community Links |
Social Groups |
Pictures & Albums |
Members List |
Search Forums |
Advanced Search |
Go to Page... |
|
Thread Tools |
07-22-2010, 09:30 AM | #1 |
Scarred Cobra Officer
Join Date: Oct 2007
Location: New Jersey
Posts: 4,612
|
I don't think this includes secondary sales like between collectors on eBay but now we have an idea how much sales we collectors contribute to companies like Hasbro and Mattel.
Bloomberg News Comic-Con’s Grown-Up Nerds Give Mattel, Hasbro New Toy Pitches July 22 (Bloomberg) -- Move over Green Lantern. The new stars of this week’s Comic-Con International comic-book festival may be Barbie and Strawberry Shortcake. Like Hollywood studios, Mattel Inc. and Hasbro Inc. view the annual Comic-Con gathering in San Diego, the biggest U.S. comic-book and movie convention, as a pipeline to fans who can build buzz for new products. They’re pushing to put toys in films and on TV, and see the show as more than a nerd-fest. “It’s turned from a fanboy event to a family event,” said Doug Wadleigh, vice president of boys action play marketing for Mattel, based in El Segundo, California. “Parents are bringing their kids.” About 40 percent of this year’s attendees will be female, the organizers say. Mattel and Hasbro, the world’s largest toy companies, will sell limited-edition dolls and offer peeks at new products to an estimated 125,000 fans registered to attend starting today. Hasbro is bringing figures based on characters from “G.I. Joe” and “Transformers.” Mattel is producing “Masters of the Universe” and “Ghostbusters” toys. Mattel is spotlighting girls toys at Comic-Con for the first time, Wadleigh said in an interview. Barbie has a booth and the company is selling a limited-edition Polly Pocket figure, he said. Mattel is also promoting Monster High, a toy line that targets girls. Adult Collectors Worldwide toy sales rose 3.6 percent to $80.3 billion last year, according to researcher NPD Group based in Port Washington, New York. Adult collectors spend more than $1 billion a year on film and comic-related products and even more on toys for their children, according to Jim Silver, editor-in- chief of TimetoPlayMag.com and Royalties$ magazine. Limited- edition toys are a popular draw. “It gets your fans talking,” Silver said. “They talk a lot on the Web. If you do a really great collector’s item, it can enhance the overall value of that toy line.” Hasbro, based in Pawtucket, Rhode Island, is offering an exclusive Strawberry Shortcake doll and a My Little Pony figure. Typically, 1,500 or so copies of exclusive toys are made and are sold only at Comic-Con, Silver said. “Exclusives are really what bring people in,” Silver said. Comic-Con also gives the toymakers an opportunity to showcase products at the same time studios are promoting movies that the toys inspired. Hasbro’s Transformers and G.I. Joe toys both have become the basis for big-budget movies produced by Viacom Inc.’s Paramount Pictures. Movie Tie-Ins Sales of Transformers toys and merchandise rose to $590 million last year with the release of the second movie from $480 million in 2007, when the first film was released, John Frascotti, Hasbro’s global chief marketing officer, said in an interview. In October, Hasbro will start a new cable television channel, The Hub, with Discovery Communications Inc. The programming will include shows based on Hasbro toys, including Transformers, G.I. Joe and Strawberry Shortcake, according to a May 17 statement from the companies. Mattel is considering a movie based on the “Monster High” toy line, Wadleigh said. The company also is trying to develop a film based on the 1980s’ “Masters of the Universe” TV show. The idea, he said, is for consumers to spend more time with Mattel products. “Adults like to engage in play, whether it’s games or action-figure collecting,” Wadleigh said. “This playful attitude in society is one we’re really focusing on as a company. I don’t know where it’s going to take us, but it is an exciting new direction.” Old Comic-Con The first Comic-Con in 1970 focused on comics and novels and had guests including author Ray Bradbury, according to the convention’s Web site. Things changed as Hollywood studios began basing more films on comic-book characters. This year, Time Warner Inc.’s Warner Bros. will host a presentation on “Harry Potter and the Deathly Hallows: Part I,” based on the last book in the series by J.K. Rowling. The film is scheduled for release In November. Walt Disney Co. will show footage from “Tron: Legacy,” due in theaters in December. Barbie and Strawberry Shortcake aren’t the only variations. Television networks are promoting shows that don’t fit with the usual Comic-con fare, such as comedies, along with horror series such as the vampire saga “True Blood” on Time Warner’s HBO. News Corp.’s FX cable network will host a presentation about “It’s Always Sunny in Philadelphia,” a comedy starring Danny DeVito. General Electric Co.’s NBC Universal will screen footage of “Community,” a comedy series about students at a community college. Some hard-core fans don’t like the shift away from science fiction, horror and fantasy. Most embrace it, said Jonah Weiland, owner of the web site Comic Book Resources. To contact the reporters on this story: Michael White in Los Angeles at [email protected] . Find out more about Bloomberg for iPhone: Bloomberg Mobile |
07-22-2010, 10:41 AM | #2 |
ChaplainAsst
Join Date: Jun 2008
Location: Coastal Georgia
Posts: 4,910
|
It would be VERY interesting to see the source of these numbers, in particular what they are including. If, for instance, you took SW, Joes, Marvel, MotU, and compared adult sales versus kids, I think adults buy MUCH more than 1/80 of all sales. It might be as much as 1/2 or more for some lines!
__________________
My feedback: http://www.hisstank.com/forum/buy-se...plainasst.html |
07-22-2010, 11:22 AM | #3 |
Banned
Join Date: Sep 2007
Location: Monrovia, CA
Posts: 12,065
|
Quote:
It would be VERY interesting to see the source of these numbers, in particular what they are including. If, for instance, you took SW, Joes, Marvel, MotU, and compared adult sales versus kids, I think adults buy MUCH more than 1/80 of all sales. It might be as much as 1/2 or more for some lines!
at some point, collectors are going to have to accept thse numbers or just admit tey aren't interested in the reality of the situation. |
gunslingercbr |
View Public Profile |
Find More Posts by gunslingercbr |
07-22-2010, 11:50 AM | #4 |
Crimson Guard
Join Date: Sep 2009
Location: Kentucky
Posts: 2,161
|
SImple, FIrst and foremost there could be flaws in data collecting, the first way to check that is to see how the company got thier numbers.
Was it a "Random sample" (keeping in mind that there is really no such thing no matter how hard you try), a survay at the checkout (I never saw it), just asking cashiers at TRU (Which would be a very skewed way of doing it), or what. And no matter how they got it, any researcher worth thier salt knows that no matter how you collect your data there is a ton of potential for it to be false and not reflective of the population. The only way to be 100% certain is to test the ENTIRE POPULATION! Any researcher who has taken a Research Methods course knows all about this. It's 101 stuff. BUt in all the message boards I frequent I have never heard anyone say they were approched by anyone doing any research that related to thier toy buying habits (Let's just forget for a moment some people might lie out of that whole "toy shame" thing). That causes me to question the methodology and the sample because it's obvious from the collection pics that members of message boards probably make up a huge chunk of the adult market, in other words the population is not represented. |
07-22-2010, 11:59 AM | #5 |
Crimson Guard
Join Date: Sep 2008
Location: houston
Posts: 4,855
|
Quote:
It would be VERY interesting to see the source of these numbers, in particular what they are including. If, for instance, you took SW, Joes, Marvel, MotU, and compared adult sales versus kids, I think adults buy MUCH more than 1/80 of all sales. It might be as much as 1/2 or more for some lines!
|
07-22-2010, 12:03 PM | #6 |
...
Join Date: Nov 2008
Location: Not here.
Posts: 10,947
|
Come on, everybody knows that 47.6% of all statistics are made up.
|
07-22-2010, 12:06 PM | #7 |
Crimson Guard
Join Date: Feb 2009
Location: quad cities
Posts: 4,918
|
Quote:
SImple, FIrst and foremost there could be flaws in data collecting, the first way to check that is to see how the company got thier numbers.
BUt in all the message boards I frequent I have never heard anyone say they were approched by anyone doing any research that related to thier toy buying habits (Let's just forget for a moment some people might lie out of that whole "toy shame" thing). That causes me to question the methodology and the sample because it's obvious from the collection pics that members of message boards probably make up a huge chunk of the adult market, in other words the population is not represented. Yep, questioning the methodology of the research is a very intelligent thing to do. One of the first things you're taught in any field when looking at a study is to examine the sources and how they came upon their information instead of taking it as face value. the fact that noone has ever mentioned on any of these collector sites (I'm on the majority of these things since I collect most of the lines like an addict) does bring up doubts. Without a direct questionaire how the hell does that group know which figures we buy for ourselves, or for our kids. That one billion number is also pretty worthless in understanding the full impact of adult collecting. A full breakdown of each area would be key. Because seriously, how many adults really collecting infant and toddler toys. Why even lump all 80 billion toy sales into the 1 billion dollar comparison. It weakens the true power of the adult collector market. Breaking it down by action figures, dolls, legos, board games, etc. would give a much clearer understanding of what collectors contribute to a line. And I'm not trying to pump my chest and say we are mighty toy collectors and are legion. I've always assumed there are much less of us out there than we think there are, but also that there are more of us out there than they (toy companies) think there are too. Last edited by Roshan; 07-22-2010 at 12:09 PM.. |
07-22-2010, 12:08 PM | #8 |
ChaplainAsst
Join Date: Jun 2008
Location: Coastal Georgia
Posts: 4,910
|
Quote:
and I'm gonna have to say a company who tracks sales numbers as part of their business operation probably has a better grip on these numbers than just your opinion. surious, you question the source of these numbers, but what are the source of your numbers that you assert to dispute theirs?
at some point, collectors are going to have to accept thse numbers or just admit tey aren't interested in the reality of the situation. So, I challenge any data on this based on two factors: The more accurate comparison would have been "amount spent on action figures by adult collectors vs. children/adults for children, and how would you ever get an accurate statistic for this since many adults aren't going to open up that they are buying for themselves if cornered. To my point, the quote actually says "more than 1 million". It doesn't cite a study, just an editors "I know what I'm talking about" fact. More than 1 million could be 40 million. I don't think they have any idea what that number is. I'm not citing numbers, except to say that lines that seem to cater to adult collector's probably are having an influence because of their buying power.
__________________
My feedback: http://www.hisstank.com/forum/buy-se...plainasst.html |
07-22-2010, 12:11 PM | #9 |
Scarred Cobra Officer
Join Date: Oct 2007
Location: New Jersey
Posts: 4,612
|
They could possibly get their information through data from the toy companies and research. But if Bloomberg reports it, then they must have some credibility.
$1 billion is a huge amount but I'm not surprised it's a low percentage overall. Of course some lines such as Motu classics are almost all collector driven. |
07-22-2010, 12:15 PM | #10 |
Crimson Nerd
Join Date: Dec 2008
Location: Virginia
Posts: 12,579
|
I think some people might be missing the point. Despite the fact that according to these statistics the overall percentage of collectors' buying power within the market is barely over 1%, the article still makes a point of noting that they're considered a significant market, particularly with media driven ("Movie based") toys.
And yes, it's going to vary by line. MotUC would be 100 percent collector driven (though I don't even know if such a line would be considered for a study like this since it's incredibly low-volume and purely exclusive). G.I. Joe is probably 50-75% collector driven (mostly just educated guesses here), Star Wars and Transformers are probably 30-50% collector-driven. But outside of the action figure and toy car markets (with a small subsection of adult women that collect things like Barbie dolls), adult collectors tend not to usually touch the other stuff that much. |
Similar Threads | ||||
Thread | Thread Starter | Forum | Replies | Last Post |
Transformers Toys Rule July Sales Chart | TOYARK.COM | Toys | 3 | 08-31-2009 02:38 PM |
Transformers Toys Rule July Sales Chart | TOYARK.COM | Toys | 0 | 08-31-2009 08:10 AM |
TOYS R US results for RoC's initial sales ? | 12345 | G.I. Joe Live Action Movie | 35 | 07-15-2009 04:44 PM |
Target employees help? Future sales on RoC toys??? | nickvree | G.I. Joe Live Action Movie | 9 | 07-06-2009 11:37 PM |
"people that spend that much on toys are crazy" | Steel | G.I. Joe General Discussion | 50 | 07-28-2008 12:53 AM |
|
|