26 SECTOR SPECIAL VIDEO GAMES
Toy firms are extending their distribution into games outlets with products based on the likes of Sonic and Need for Speed...
However, Seth Bishop, marketing director at Re:creation, says the firm is creating a different play pattern: “Our intention is not to replicate the video game play. Toys are more about role-play and our range offers younger consumers an opportunity for toy role-play and for older consumers an authentic replica piece of favourite game content.” As previously outlined, a growing number of companies are taking on some of the more controversial titles where the gameplay is based on war or violence. But do they worry about these issues? Jones explains: “At Bandai, we know what type of products we are best at selling to the mass market so stay away from the other more controversial licences.” Meccano’s Gears of War line is a
prime example of a brand aimed at an older audience, with the video game carrying an ESRB (Entertainment Software Rating Board) of M, which means it’s deemed suitable for a mature audience aged 17 and over. Sue Barratt, country manager, Meccano Toys UK, explains how the firm manages this: “The Meccano Gears of War range uses the visual imagery of the combat game in a way that is suitable for a younger audience. Meccano’s toy line provides both construction play and role-playing opportunities that are typical of those provided by many other combat toys. The Meccano vehicle-led range has been designed
MARCH 2012
to be suitable for everyone from eight years and upwards due to the way it is constructed. A younger audience aware of the franchise may well perceive the Meccano Gears of War range as an aspirational purchase, but the play value in our range does not require firsthand experience of the video game.” Five Element’s Nicholas outlines one of the possible negatives with more mature brands: “One drawback of producing a product based on a game with adult content is that some retailers may find it unsuitable for
Sparkes continues: “Having construction toy ranges based on video games has definitely opened new channels of distribution for us. Traditionally retail chains like GAME, Gamestation and HMV would probably not have stocked our product, which is not the case now. “Not only do we provide a tangible product for the gamers based on the video game, but we can offer these retailers something different through unique, innovative cross promotions.” Tomy is also already stocking these retailers. Gray explains: “Our Gacha
Having construction toy ranges based on video games has definitely opened
new distribution channels for us. Andrew Sparkes, Mega Brands
their customer base, but this should be less of an issue if the retailer stocked the game in the first place.” One way of getting around this issue is by targeting different outlets, such as specialist gaming retailers, rather than toy shops. Of all the suppliers we spoke to, only Bandai is not targeting games retailers. All the others are either already supplying these outlets, or plan to with their new lines, thus hitting an older market and widening reach. Bishop tells ToyNews: “The authenticity of our Halo 4 range is appealing to all fans of Halo and we want to see the line on sale in gaming, collector and toy retail channels.”
line of pocket money toys is widely distributed in gaming outlets as are our Pokémon plush range. If kids are buying the games then it is a natural place for them to extend their purchase of game character based items. We are also having success placing some of these items in multi- media areas within more traditional toy outlets for the very same reasons.” One thing all the licensees agreed on is that the mini-trend is set to stay and become a long-term partnership. Barratt concludes: “As long as children are playing video games and enjoying the characters, there will always be the possibility of creating a successful toy, as long as the toys
themselves deliver good play value in their own right.” Jones continues: “As long as the video game licence remains strong and new content is released, new and old fans should hopefully keep buying toys related to the game.” Sparkes offers: “The console has become a display that consumers interact with on a daily basis. Video games have grown tremendously throughout the years and some properties translate amazingly well into a construction block format.” Gray agrees: “It has been a trend that has been going on for the last few years and I should imagine will stick around as kids continue to spend a good portion of their leisure time playing on their handhelds or computers.”
Hogg says: “Judging by the number of video game inspired toys and games we offer, we believe this is already a trend.” Nicholas tells ToyNews: “If the products are in demand and selling then I think it could be more than a mini-trend. Brands like Nintendo for example, aren’t trends, they are well established and evergreen and fans will always want products based on licences like this.” Re:cretion’s Bishop closes: “This is not a mini-trend. It’s a permanent future trend. Video games are a legitimate source of toy content alongside movies, books and TV and we see video game content as an important part of our toy strategy on an ongoing basis.”
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