‘Black Panther’ Rocks Toys as Hasbro Revives Merchandising

(Bloomberg) -- Hasbro Inc. didn’t need to read the Zeitgeist to predict more than a year ago that “Black Panther’’ would be a monster hit.

The company’s expectation had little to do with the movie’s groundbreaking depiction of a black superhero from an African utopia.

In its marketing research, Hasbro simply asked children what they thought. The kids said the Marvel character was cool.

“He has what they want in a superhero,’’ said Adam Biehl, Hasbro’s vice president of global brand strategy and marketing. Biehl said kids told Hasbro they liked the unbreakable armor and his claws, whose slashing abilities came in handy during a fight.

Hasbro made more toys for “Black Panther,’’ which opened on Feb. 15, than it did for any other Marvel character in its first full-length movie. And that includes “Iron Man,’’ which a decade ago kicked off the Marvel cinematic universe that now includes 18 movies. The company made items for kids, like action figures and claws, and a replica helmet for adults.

Hasbro hasn’t disclosed sales figures, but says “robust demand” since the film’s release has pushed it to ramp up production. There are plenty of other signs, too. Web searches for “Black Panther’’ toys have surged around the world, according to Google, and a secondary market for the toys is already booming on sites like EBay.

Merchandise Sales

“Black Panther” is poised to revive a slumbering movie-merchandise market. As “Cars 3’’ toymakers can attest, just because a movie does well in theaters doesn’t mean the success translates to product tie-ins. “Cars 3” amassed $384 million in receipts last year, according to Box Office Mojo, but sales of related Mattel Inc. merchandise were lackluster. Sales of toys related to the “Star Wars’’ franchise have declined two years in a row.

“Black Panther,” after setting box-office records over the four-day Presidents’ Day weekend, became one of only four movies in Hollywood history to earn $100 million or more in its second weekend in theaters. It’s headed for $1 billion in global receipts, according to Box Office Mojo.

The superhero, played by Chadwick Boseman, is a king who rules Wakanda, an African country technologically advanced because of its use of an almost magical element, vibranium. He’s flanked by two women, the fierce general Okoye, played by Danai Gurira, and adviser and former love interest Nakia, played by Lupita Nyong’o, who won an Oscar for her work in “12 Years a Slave.” Perhaps the most intriguing characters for preteens are the king’s sister, Shuri (Letitia Wright), who’s a wizard when it comes to technology, and the violent and unpredictable Erik Killmonger (Michael B. Jordan), who challenges the king’s right to rule.

Superhero Buzz

Hasbro President John Frascotti, who’s been at the company since 2008, when “Iron Man” debuted, said the buzz among superhero fans points to “Black Panther” becoming a giant franchise for Marvel and Hasbro.

“It’s about independence and self-determination,” Frascotti said. “It will resonate with all ethnicities because it’s just a great story with great characters.”

But what adults perceive as meaningful entertainment doesn’t always translate into big toy sales. “Avatar” was one of the biggest blockbusters of all time, and had a negligible toy business.

Fun Factor

Another reason “Black Panther’’ will stand out is its embrace of female empowerment. The film is loaded with strong female characters. Aside from Okoye, Nakia and Shuri, there’s Ramonda, the king’s mother, played by Angela Bassett.

While commentators have praised kids’ content that upends stereotypes, the success of the merchandise often comes down to the fun factor. Walt Disney Co.’s “Doc McStuffins” animated show has been lauded for portraying a black family in which the mom is a doctor and the dad stays at home. But the secret to its success was building an adventure-filled series around nurturing, a play pattern prized by girls. Meanwhile, Bratz dolls, which had a meteoric rise last decade, were often derided by parents as too provocative, but girls loved them enough to convince their parents to buy them.

But the main determinant of its success is the uniqueness of its plot and the coolness of its characters, said Jim Silver, an industry analyst and the editor of toy-review portal TTPM.com.

“You have a great story, a great movie and a new set of characters, who appeal to a broad demographic,” Silver said. “People are looking for something new.”

--With assistance from Anousha Sakoui

To contact the reporter on this story: Matt Townsend in New York at mtownsend9@bloomberg.net.

To contact the editors responsible for this story: Nick Turner at nturner7@bloomberg.net, Bob Ivry, Lisa Wolfson

©2018 Bloomberg L.P.