Will the increase in female character toys in the toy industry be another business opportunity?
In recent years, female character toys that have appeared on the shelves are becoming more and more. According to Jim Silver, CEO of the toy review site TTPM, the number of female character toys in the past 18 months has increased compared to the past 20 years.
Toy makers are making this change because consumers are increasingly hoping to buy toys that they like about female characters, says Samantha Lomow, senior vice president of marketing at Hasbro Marketing: "Consumers and retailers Research shows that more and more children -- and their parents -- are interested in Star Wars and Marvel authorized products, including their female characters."
The most obvious turning point is the 2015 Star Wars: The Force Awakens. In this movie, the heroine Rey is no longer in a secondary position like other female characters, but has a very strong force. Popular welcome. However, the Disney-authorized Hasbro first did not put her in the game "Star Wars: Real Estate Tycoon", and consumers could hardly find other toys related to Rey.
So many people protested and complained on Twitter about the #wheresrey tag that they couldn't buy Rey's surroundings. Then Hasbro and Disney responded that they did this in order to avoid spoilers, and then there were a lot of Rey-related products.
Source: Disney
If you are concerned about superhero movies in recent years, you will probably find that women are playing an increasingly important role in the movie, and it is no longer just to set off or to show the love line. According to San Diego State University, 29% of the top 100 US box office movies last year were women, an increase of 7% compared to 2015.
Consumers who like female characters and want to buy them are naturally more and more. In particular, female audiences who might not be interested in superheroes will also have a desire to buy. For example, in 2015, the National Retail Association reported that the first time in the top ten girls’ toys, the planet appeared for the first time. War series.
Of course, the increase in female character toys is not entirely the merit of the film, but also the embodiment of the increase in the consciousness of affirmation in society today. Toy companies are paying more and more attention to female audiences, no longer follow stereotypes, thinking that they only want sweet and cute dolls, many toys are no longer labeled with boy toys or female toys.
Mattel found in the study that 9% of the action figure toys were bought by girls. They started working with DC in 2015 to develop women's superhero toys, and they found that girls didn't want these female superhero toys to be too beautiful and feminine, but hope they have the same strong body.
Last year, the Toy Industry Association also cancelled the "Best Boy of the Year" and "Girls of the Year" awards for greater inclusiveness and modernity.
Source: Curiosity Daily
Author: Li Lirong
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