How Blockbuster Movie Franchises Are Helping Boost Toy Sales

TL;DR

Toymakers like Hasbro and Mattel are banking on "toyetic" blockbuster franchises to drive sales because licensed characters sell even without new films.

Key Points

• 1.Global toy retail sales grew ~4% in 2024 to nearly $370 billion, fueled by licensed products from Star Wars, Marvel, DC, and Harry Potter — Hasbro's Star Wars sales even grew 70% in 2021 with no new movie released.
• 2.Netflix's K-Pop Demon Hunters broke the mold by splitting its master toy license between both Hasbro (foam roleplay items, Furbies) and Mattel (card games, dolls) — an unusually rare arrangement in the industry.
• 3.Tariffs and inflation are the biggest threats, forcing manufacturers to raise prices and pass costs to increasingly cautious consumers, putting the franchise bet at real financial risk.