Age of Extinction Toy Sales Off to a Slow Start

tf_4_optimus_voyager_boxThe New York Post have published an article analyzing the toy line sales for action figure lines dedicated to this year’s big blockbusters at the movie theater, more specifically Amazing Spider-Man 2, Captain America 2, and Transformers: Age of Extinction. The results aren’t so good for Hasbro; it seems sales are fairly low across all three brands. For Transformers: Age of Extinction toys, which have been on shelves for just under a month, the numbers are cited as being “nearly 50-percent below” the sales for Dark of the Moon toys during the same time frame. The reason, according to the article, is “action-figure fatigue” from brands such as Marvel and Transformers that have released so much product over the past few years that children’s toy boxes are already packed full of older action figures, giving them very little reason to want new ones. The article supports this claim by pointing to the healthier sales numbers for Mattel’s Frozen line and Jakks Pacific’s 24″ Godzilla figure.

Toy sales tied to a trio of summer blockbusters — “Transformers: Age of Extinction,” “The Amazing Spider-Man 2” and “Captain America: The Winter Soldier” — are off to a sluggish start, one analyst said.

This is despite that two of the films — “Captain America” and “Spider-Man” — are producing smashing box office results and already rank No. 2 and No. 3, respectively, this year. “Transformers” opens June 27.

That’s because young boys’ toy boxes are already brimming with gear from a host of previous movies filled with the same superheroes, he says.

“You’ve got all these action figures chasing mind-share, and they’ve all got the same backstory and the same characters,” Johnson told The Post. “Every kid already has Spider-Man and Captain America.”

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