Character Licensing in Toys and Games: Emerging Asia Pacific

Star Wars

Star Wars will continue to be a prominent force within the region as every year through 2020 will have some sort of major motion picture release for the franchise. In addition, there will be a variety of associated television shows, video games, and other media content to further drive licensed traditional toy demand.

Transformers

Transformers remained one of the larger brands in the region despite the lack of a major motion film release since 2014 to drive toy sales, and will likely see a significant uptick in toy sales with the release of Transformers: The Last Knight in 2017. While the brand has other areas of media content, such as cartoons, to drive toy sales, the fast drop in interest following film releases indicates that it will still be highly reliant on blockbuster films to drive interest.

Disney Princess/ Frozen

Disney Princess and Frozen products will likely see steady sales with large spikes during the release of major film releases, in particular the release of Frozen 2, which will primarily impact dolls and accessories, plush, and dress-up and role play products.

Armor Hero

The popularity of Armor Hero within emerging Asia Pacific comes almost entirely from China, where the brand is produced by Alpha Group. The brand is an original creation from the Chinese media company and will likely be able to maintain its significance for some time due to the brand’s ability to offer a recognisable media-driven action figure priced lower than most major international licensed products such as Marvel or Star Wars.

Thomas & Friends

Given the very young target audience of Thomas & Friends, the brand is well positioned for growth in the region. Emerging Asia Pacific is expected to see higher than average growth in the number of children aged 0-4, and many of these new families with new children will have higher incomes and be better able to afford premium-priced products such as Thomas & Friends.