Toys in the attic

The music industry is shrinking

Former Guns N’ Roses guitarist Slash is to become an action figure. The Slash toy is part of a set of six-inch action figures based on characters in the popular Guitar Hero III: Legends Of Rock videogame – each featuring removable and interchangeable guitars. Other characters include Johhny Napalm, Axel Steel, and Lars Umlaut. The toys, created by McFarlane Toys, will hit retail shelves in February 2009.

Katy Perry has released a limited-edition doll in her likeness. Integrity Toys, which produced the doll used in Katy’s ‘Ur So Gay’ video, will manufacture the new 12″-tall doll, which will retail for $49.99. “It’s a perfect extension of her brand as she’s music, fashion, and everything pop culture,” said Bob Semanovich, Marketing, Capitol Music Group.

So what?: Dolls account for 14% of toy sales, according to NPD Group. However, despite shelves buckling under the weight of Hannah Montana and High School Musical dolls, young consumers are increasingly moving away from playthings to technological gadgetry. The Guitar Hero dolls aim to corner the young male market. This seems a good move considering action figure sales for film-related products (such as Iron Man and Dark Knight) have been buoyant this year, despite the fears surrounding retail sales. Katy Perry, however, plays directly into the hands of collectors, proving that some are still prepared to part with large sums of cash for music-related plastic.

“The music industry’s facing a bit of a dichotomy at the moment, with the mainstream diverging into the twin streams of online, fan-made, DIY success, and unashamedly populist cash-ins on behalf of the record companies. Whilst toy manufacturers may be keen to collaborate with the latter, the potential for branded involvement in this space is minimal, unless you’re specifically targeting Tweenagers or ironic hipsters.”
Jess Greenwood, Deputy Editor, Contagious Magazine

www.integritytoys.com