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Can ‘Black Panther’ Reverse Dwindling Blockbuster Merchandise Sales?

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The “Black Panther” cultural juggernaut has shown it can sell movie tickets, but recent examples show that blockbuster films don’t always match their box office with toy sales.

Disney has launched the largest product line ever for a Marvel non-sequel, including expanded categories, such as performance wear and high-fashion collaborations. Stocks of popular toys are low at stores, and fans on Twitter are reporting that in some cases they can’t find enough stock to satisfy their love for Wakanda.

However, some toy industry analysts say that box office success is not always a harbinger for strong merchandise sales, given the track record of two of 2017’s top-selling films: “Star Wars: The Last Jedi” and “Wonder Woman.”

Those films were among the highest-grossing movies of last year, but toy sales for “The Last Jedi,” which has made $1.3 billion at the global box office, were a major disappointment for Hasbro, which has a licensing pact with Disney. One toy-industry analyst had predicted that “The Last Jedi” toy line would make roughly $500 million in retail sales last year, which would have been a 5% rise over 2016. Instead, toy sales amounted to about $350 million, down roughly 25%. Mattel, maker of Wonder Woman toys, reported in its 2017 full-year earnings report that while its entertainment business was up 12%, there were declines in sales of DC Comics products.




Source :- variety

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