Thanks to the popularity of TV shows High School Musical and Hannah Montana, musical playthings are big sellers this seasonMusic means money in toyland this holiday season as retailers and toy manufacturers report strong sales of products geared to teeny-boppers.
Much of the credit belongs to Walt Disney (DIS) and its hit Disney Channel TV shows Hannah Montana and High School Musical. The company shrewdly targeted 8- to 12-year-old (tween) girls several years ago, developing programming specifically for them. In addition, Disney has a hit with the musical film Enchanted, released on Nov. 21, adding up to something of a trifecta in product-extension opportunities for the company . "This could easily be one of Disney's best years for licensed toy sales" says toy industry analyst Gerrick L. Johnson of BMO Capital Markets.
Gerald Storch, chief executive of Toys "R" Us, says his buyers identified music-related toys as a major theme earlier this year. In addition to Hannah Montana merchandise—everything from blond wigs to replicas of her tour van—the company has carved a special section at the front of its stores where it sells real guitars, keyboards, and drums. "The whole rock star phenomenon is much broader than toys," Storch says.
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