Toymakers Say Hurray For Hollywood

There will be plenty of movie-related toys for kids to choose from this year. Coming to the big screen and store shelves will be the Incredible Hulk, Batman and Indiana Jones, to name a few.

While Hollywood has benefited toymaker Hasbro Inc. over the years, especially Star Wars action figures and related toys, Mattel Inc. is looking for a bigger role in 2008. Nods to Tinseltown for inspiration as well as potential sales became the key theme at Toy Fair in New York this week, with both companies showing new die-cast cars, action figures, helmets and other gear.

Mattel (MAT) will be associated with three major films: "Speed Racer," "Dark Knight Batman" and "Kung Fu Panda." Hasbro will sell toys based on feature films "Indiana Jones and the Kingdom of the Crystal Skull," Iron Man" and "The Incredible Hulk."

(Source: CNN Money)

Film Business, Summer 2008

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