{"id":20416,"date":"2020-02-24T15:23:17","date_gmt":"2020-02-24T14:23:17","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=20416"},"modified":"2020-02-24T15:23:17","modified_gmt":"2020-02-24T14:23:17","slug":"ny-toy-fair-streamers-influencers-and-digital-properties-lead-the-way","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/ny-toy-fair-streamers-influencers-and-digital-properties-lead-the-way\/","title":{"rendered":"NY Toy Fair: Streamers, Influencers and Digital Properties Lead the Way"},"content":{"rendered":"

Toymakers are looking to a mix of evergreen properties and a broad selection of IP based on streaming platforms, YouTube channels and influencers and videogames to drive their license-based sales, manufacturers told us at Toy Fair New York<\/h3>\n

In the days before Toy Fair, Disney<\/a> grabbed attention by unveiling a slew of \u201cBaby Yoda\u201d products, Hasbro<\/a> gave financial analysts and media a look at its plans for eOne, and Mattel<\/a> talked up its increasingly robust content development plans.<\/p>\n

While an assortment of major films will hit theaters and store shelves throughout 2020, there\u2019s a general expectation they won\u2019t reach the product sales levels of last year\u2019s big theatrical releases. So many toymakers are placing their bets on properties from other platforms with intense fan followings such as Netflix\u2019s \u201cUmbrella Academy\u201d (Just Play and Funko), Amazon Studios\u2019 \u201cThe Boys\u201d (Jazwares) and the \u201cSubway Surfers\u201d mobile game (Alpha Group).<\/p>\n

Evergreen Growth<\/strong><\/p>\n

Other companies are taking shelter under evergreens. For example, NECA, which traditionally has relied on nostalgic horror properties for its figures, is expanding its acquired line of Clapper (Clap on! Clap Off!) and Chia Pet products with licenses, such as a Bob Ross-licensed Chia Pet and a Clapper connected to A Christmas Story, along with another bearing \u201cThe Child.\u201d<\/p>\n

\u201cIt is kind of a brave new world; it is not just the key theatricals or television content anymore\u201d t<\/em>hat are fodder for licensed toys \u201cbecause videogames, streaming services and YouTube channels and influencers\u201d are increasingly grabbing kids\u2019 attention<\/em>,” says Matthew Sherman of Alpha Group<\/strong>, which is readying a line of two- and four-inch Subway Surfer figures that will be exclusive to Walmart for a year starting in August. It will add RC vehicles in 2021. \u201cIn one regard it\u2019s a new opportunity, but it is a lot more competitive with more challenges because the retail footprint isn\u2019t as big any more. You are literally fighting for every foot of shelf space<\/em>.\u201d<\/p>\n

In general, streaming services are still reluctant (if not totally unwilling) to share viewership data, which makes it difficult for potential licensees to evaluate the opportunity. Plus, for the streamers who \u201cdrop\u201d entire seasons of shows into the market at one time, it\u2019s difficult for manufacturers and merchants to stockpile product and anticipate consumer engagement and product demand.<\/p>\n

On the other hand, classic TV series such as \u201cFriends\u201d and \u201cThe Office\u201d that are among the most-watched shows on those platforms have been consistent generators of product sales far beyond what would have been expected without that continual exposure.<\/p>\n

Also at Toy Fair:<\/p>\n