Summer movies drive toys full-speed to shelves

Forget the battle of the box office. This summer will mark a showdown of movie toys.

More than 2,000 toys and 6,000 other merchandising tie-ins — from fast-food trinkets to life-size, limited-edition busts — are flooding stores to coincide with summer's biggest movies, including Iron Man, Speed Racer, Indiana Jones and the Kingdom of the Crystal Skull, The Dark Knight and The Incredible Hulk.

And for now, Speed is in the lead. Mattel has begun its largest movie-related toy launch by releasing 1,500 action figures, race tracks and versions of the TV show's famous Mach 5. Nearly 3,000 items, including blankets, underwear and video games, will arrive in time for the movie May 9.

(USA Today)

Film Business, Summer 2008

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