Demand for blockbuster movies plus likes of PAW Patrol and PJ Masks driving market.
Argos’ trading manager for toys and nursery, Linzi Walker, has hailed 2017 as the year of the licence, thanks to a mix of big movie blockbusters and high demand for preschool brands including PAW Patrol and PJ Masks.
Speaking to The Source at its recent Christmas press showcase, Linzi said: “We’ve seen something like six blockbuster movies in a five-week period – we haven’t seen a year quite like this one.
“I think this is the year of the licence, with the films plus demand for PAW Patrol continuing and now PJ Masks coming in.”
Linzi added: “I think last year, about 35% of the toy market was coming from licences. I think that’s just going to get more and more and I really think this is a big year for it.”
Argos recently launched an online hub to convey its aim of being ‘home of the movie’ and has heavily backed films including Transformers: The Last Knight in the past few weeks.
Linzi added that support for Star Wars will continue, while the retailer is also excited about October half term with the arrival of My Little Pony: The Movie and The LEGO NINJAGO Movie.
“Being the number one in toys, you have to go after every opportunity as our consumers would expect that,” Linzi continued.
Coupled with the movies, preschool brand PAW Patrol is “seriously hot” while as soon as products come in for PJ Masks, they’re gone again, according to Linzi. “I think the market is going to struggle a little bit to keep up with that demand – it’s captured the kids’ imagination.”
The big Christmas TV push will really start to ramp up for Argos around mid-September and Linzi is confident that 2017 will be a “good robust year”.
“Our buyers work incredibly hard to try and get exclusives to differentiate ourselves from the competition, “Linzi concluded. “It helps to cement us as a destination for a particular property.
“We have high hopes for this Christmas.”
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