LICENSING: Bandai rides superhero upsurge

With Bandai investing heavily in its superhero products and prize offerings, the firm has highlighted new research from NPD, showing that £1 in every £13 spent on toys in the first half of 2017 was spent on superhero brands.

Sales of superhero toys have increased by 70 per cent since 2014, according to the market research specialist, with Batman from DC Comics the UK’s most popular toy licence.

The Super Heroes Girls from DC Comics came a close second in terms of popularity, with Batgirls, Wonder Woman, Supergirl and Harley Quinn all placing high.

The massive surge in popularity for these classic comic characters is the result of a series of hugely successful film titles, including the release of the Lego Batman Movie at the start of this year. Last year’s Suicide Squad movie, Wonder Woman and the upcoming Justice League (released in November) continue to fuel interest in the characters among kids and adults alike.

NPD stated it was confident that superhero toy sale records would be broken by the end of the year.

Bandai Namco has the exclusive licence for the DC Comics brand in the amusements sector with products such as the DC Comics four-player, closed-loop pusher and the DC Comics heroes and villains themed air hockey table.

There is a  range of DC Comics prizes available from BNAE, including the Super Girls/Wonder Woman Mix and the Justice League mix of characters. There are also mugs, watches, key chains, stress balls and more to provide licensed options at all price points.

Operators can browse the entire catalogue of superhero prizes via the online catalogue, which features stock availability. Contact Darrell Simmonds, EMEA Sales Manager on +44 (0) 20 8324 6101 for more details.

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