Toy makers have a new marketing strategy: turning toys like Bratz funky fashion dolls and Hot Wheels into movie stars. The trend, a hot topic at this week's American International Toy Fair.
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Hasbro Inc. has produced a video series called "Doh-Doh Land," based on its Play-Doh property and is developing an animated DVD movie based on GI Joes, to be in stores this fall. The DVD will be packaged with two 12-inch action figures for $19.99.
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Lego Systems Inc. has paired up with Miramax Films to create a video, to be in stores this fall, and a movie, based on its popular Bionicles figures, starring such creatures as Lerahk, who turns landscape into mush. Lego is hoping a movie and videos will give Bionicles - now a $150 million-plus business - as much marketing power as Star Wars.
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Read the full story here
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Hasbro Inc. has produced a video series called "Doh-Doh Land," based on its Play-Doh property and is developing an animated DVD movie based on GI Joes, to be in stores this fall. The DVD will be packaged with two 12-inch action figures for $19.99.
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Lego Systems Inc. has paired up with Miramax Films to create a video, to be in stores this fall, and a movie, based on its popular Bionicles figures, starring such creatures as Lerahk, who turns landscape into mush. Lego is hoping a movie and videos will give Bionicles - now a $150 million-plus business - as much marketing power as Star Wars.
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Read the full story here