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SECTOR SPECIAL VIDEO GAMES 25 Two-player mode
Traditionally, video games have been something of a dirty word among the toy business and were seen as a source of strong competition. Katie Roberts spoke to a range of suppliers about how the two industries are now beginning to build bridges and work together…
DESPITE CONTINUING panics in the media about the effect playing video games has on young children, there is no denying that as technology advances, more and more of them have access to one or more consoles in the home.
As such, kids are increasingly aware of video games titles, their gameplay, characters and worlds. So it seems something of a no-brainer to extend this play into the physical world of toys. Toy suppliers are fast realising this and new licences are being signed in this arena on a regular basis. Meccano has announced a deal with Ubisoft for Rabbids and at the end of last year added Sonic and Gears of War to its portfolio. Re:creation has taken on the Halo line, which Mega Brands also has a licence for, along with Need for Speed and World of Warcraft. Tomy holds a licence for evergreen Sonic, Pokémon and Mario and Bandai is also on board for Pokémon. Esdevium has a range of licences, including Gears of War, Rabbids, Little Big Planet and Warhammer, while Five Element has a huge offering of brands and is set up largely to distribute toys in this sector. Joanne Gray, head of European
marketing at Tomy, explains why the firm chose the brands it did: “All are hot properties that boys (and girls) are engaging with on almost a daily basis through their handheld consoles; the kids who are into these licences are into them in a big way.” Ben Hogg, marketing executive at Esdevium Games, agrees that the recognition of video game brands is key in their attraction. “There is such a huge awareness of video games these days that in terms of licensing, many seem to be on a par with Hollywood blockbusters. “We work with a number of great video game brands such as Halo and Gears of War, where multiple releases really add to the longevity of the brands,” Hogg comments.
Recognition of video game brands like Halo, Gears of War, Pokémon, Street Fighter and Mario, is key to their attraction for toy firms... Many of the brands have
characteristics which lend themselves particularly well to a transformation into the toy aisle. Darrell Jones, marketing director at Bandai, comments: “Pokémon has lots of collectability. There are over 500 characters to collect and plenty of other key items that appear in both the video games and TV animation such as the Pokedex and Poke Ball.” Brand heritage is also important when choosing the right property. Steve Nicholas, Five Element, offers: “Luckily the likes of Mario and Sonic already have a rich tried and tested history so there is a demand for
experiencing these characters in other forms other than the video games. For years there has been lots of product available in their native region Japan, with next to nothing on offer for fans in the UK. We are doing our best to catch up and get this amazing sought-after product into the market.”
The type of toy being created seems to impact on how much the firm incorporates the gameplay featured in the video games. Hogg comments: “In terms of board games, the gameplay is even more significant than in the video games. Many of our video game-based board games are
developments of the world the video game characters exist within. The gameplay has to relate on some level with the video game otherwise it can be seen as incongruent and many video game fans are wise to this.” Andrew Sparkes, VP, boys brand management, Mega Brands, agrees: “Our video game construction toy lines feature cool articulated figures, iconic locations and buildable vehicles allowing fans to really bring what they see in the game to life. Kids and collectors can immerse themselves in building and battling as they recreate their favourite scenes or create new scenarios.”
MARCH 2012
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