Star Wars was the big bang as far as film merchandising and children's toys where concerned. The demand for the toys was so high that the manufacturers could not keep up with demand. For Christmas 1977, they sold boxed vouchers for various toys. The toys sold in the "Empty Box" campaign during December were not delivered until the following March. Now that's demand!
As a prime candidate for Star Wars toys I was amazed and overjoyed to be drip fed a succession of action figures, play sets, books, comics and even duvet covers over the following years. My imagination could run riot with these extra props to help me.
I still have some of my original figures and my own kids play with them and seem to enjoy them as much as did.
Now in my old age I am slightly more cynical about the summer blockbuster season and the ensuing avalanche of toys that it brings. Sometimes I wonder if the toys are created and shoehorned into the films rather than the reverse. Anyone who has had the misfortune to sit through a Bratz, Pokemon or Power Rangers film in the cinema will understand where I am coming from. A slow cultural death by poor dubbing, hack writing and flimsy plot lines.
My son's birthday is in mid June which makes him a prime target for the hard sell of the summer movie merchandising. I was heartened this year that two of the major films have decent characters to hang their toys upon. Both Iron Man and Indiana Jones have long histories and characters that should have a life beyond the end of August.
Both the films have gone for the marketing synergy of a tie in with Burger King. The Iron Man set included a cool figure, if a little small, and some funky sun glasses that my son loved. The Indiana Jones toys from Burger King include Boulder Escape Indy, Stunt Jump Indy, they are fun but again a little on the small side.
The main thrust of the Iron Man toys are action figures. The figures made by Hasbro are neat. The design from the packaging to the figures are great, the colours strong and likeness to the film characters are impressive. In line with other comic book hero's the advantage is that the Iron Man toys can do battle with other Marvel and DC superhero's. They have also released a set of dress up outfits with masks, suits and weapons. These look like great fun and should ensure hours of good imaginative play.
Lego appears to be the main trust of the Indiana Jones toys. They have released a variety of different sets covering most price ranges. The Motorcycle Chase with its mini motorcycle and check point looks immense fun. I've never been convinced that the larger play sets are worth the money or the time to construct. The never stay complete for that long in my house!
I love Lego and it has a shelve life that easily out strips the life span of most toys. Once the thrill of the film has died away the Lego can be reused in any number of ways, combined with other sets, morphed and redesigned. The small figures will join the never ending army of Lego figures that double as everything from crowds at soccer matches to holiday makers at the airport or flood victims in need of rescue.
With the new influx of toys the issue becomes what to do with those from last year! What should I do with those Transformers that are cluttering up the toy box.
