NewsWire: The Toy War for Holiday Movies - The New York Times

Three upcoming children's movies illustrate how the alliance between Hollywood and toys has been enduring and lucrative. Here is an excerp from Rick Lyman and Juialn E. Barnes' article for the New York Times:


The wild card in the race for holiday sales is The Fellowship of the Rings. For retailers worried about the appeal of book-inspired Harry Potter merchandise to young children, the grimmer and grander Tolkien trilogy poses an even stiffer challenge.

"I think it will have a lot more appeal in the collector community, because of the darkness of the movie," Ms. Young said.

But David Imhoff, New Line Cinema executive vice president for worldwide licensing and merchandising, said he thought Lord of the Rings products would prove Ms. Young and other doubters wrong.

Yes, he acknowledged, there are strong adventure and action elements to the story, and the film will be rated PG-13 (compared with PG for Harry Potter and the Sorcerer's Stone and G for Monsters, Inc.). But Mr. Imhoff noted that bloody action had not squelched sales of toys and merchandise for the Jurassic Park movie series.

"Besides, it's one thing for a child of 7 or 8 not to be able to read these books, or to have difficulty reading them, but to see a film of the story is a very different scenario," he said. "It's a very different experience."


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