Dawn C. Chmielewski is in New York covering Toy Fair, and here's her report on Hollywood's increasing sway over the toy aisles of American retail. 

When Pixar Animation Studios guru John Lasseter was working on the original "Toy Story" movie, he approached the maker of Barbie to include the fashion doll in the film -- and was rebuffed.

What a difference 15 years, and $8 billion in global merchandise sales, make.

As Disney's Pixar prepares to release "Toy Story 3" this summer, virtually every major toy maker -- including Barbie's Mattel Inc. -- has lined up to make dolls, action figures, construction sets, vehicles and board games based on the film. No fewer than 250 toys will begin appearing in stores before the movie's June 18 release -- three times as many as were made for "Toy Story 2." And retailers are expected to clear shelf space for Buzz, Woody and pals, notwithstanding a recession that has slowed toy sales.

Children can be capricious about their choice of playthings, so toy sellers seek to protect themselves by investing in tested concepts.

"Managing risk is a big thing for retailers," said John Frascotti, chief marketing officer of Hasbro Inc. "When an entertainment-backed property has all of the accouterments to go along with a film or TV show, just that cultural presence -- nothing is a sure bet in life -- mitigates the traditional risks."

The toy industry is increasingly reliant upon Hollywood for characters and stories that kids will want to reenact in their homes. Toys tied to Hollywood's publicity machine is one of the few bright spots in a retail industry that has been stagnant: Sales of such toys rose 41% from 2004 through 2008, at a time when playthings without a TV or film hook fell 14%, according to toy maker Hasbro. And toys based on characters found in movies, TV shows or books accounted for $5.4 billion, or 25%, of all U.S. toy sales last year, research firm NPD estimates.

Underscoring that point, a toy based on "Bakugan Battle Brawlers," a show that appears on Cartoon Network, claimed this year's top prize for toys developed for boys -- for the second year in a row.

"Toy Story 3" isn't the only movie attracting the toy industry's attention at the New York toy fair, where performers portraying the film's Green Army Men rappelled onto the stage during the unveiling of the toy line.

Marvel Entertainment's sequel "Iron Man 2" was also sparking interest.

New York-based Marvel, newly acquired by Disney, courts not only older fans who grew up reading its comics but also 6- to 11-year-old boys who gravitate toward big muscles and heroic figures. After the box-office success of the 2008 film, retailers began clamoring to capitalize on toys pegged to the sequel, due out May 7.

"With [shelf space] such a precious commodity these days at retail, the retailers are looking for intellectual property with a tremendous amount of media behind it," said Paul Gitter, Marvel Entertainment's president of consumer products. "Marvel spends pretty aggressively behind its films."

Hasbro, which holds the toy license, will sell a veritable armada of Iron Man action figures, a remote-controlled walking Iron Man and a helmet, gauntlet and chest light, so kids can transform themselves into the metal-clad Tony Stark character.

"The heroic nature of the brand and character . . . the fact that he uses lots of gadgets . . . the high-tech cool stuff that he does, are right in the wheelhouse for little boys," Hasbro's Frascotti said.

Of course, not every testosterone-fueled summer action film makes for a successful toy line. "Men in Black" and "Independence Day" landed with a thud in the toy aisles, said Sean McGowan, a toy analyst at Needham & Co. And an array of movie-derived toys glutted the market in the early 2000s, leading some manufacturers to scale back their plans.

Pixar's Lasseter has long chafed at the reluctance of toy manufacturers and retailers to get behind original movies. In his induction speech to the Toy Hall of Fame on Saturday night, he recalled how North American toy buyers placed a scant 60,000 orders for Buzz Lightyear toys when "Toy Story" was released in 1995. Canadian manufacturer Thinkway Toys subsequently has sold 35 million of the figures.

"Toy Story," though, is no longer an unknown quantity. The first two films raked in a combined $877 million at the box office and went on to sell tens of millions of DVDs, as well as inspire theme park attractions, video games and books that have been translated into 27 languages.

Interest in "Toy Story 3" was so intense that Disney invited competitive pitches, in which the manufacturers presented their ideas for the toy line, said Chris Heatherly, vice president of Disney toys in North America. Disney took the unusual step of not designating a single company as its "master licensee," instead divvying up rights among a who's who of the toy business: Mattel, Hasbro, Jakks Pacific Inc., Lego Group and Thinkway Toys.

Among the new toys are Mr. and Mrs. Potato Head dressed as movie characters Buzz, Woody and Jessie; a Buzz Lightyear Wing Pack with lighted plastic airfoils that extend and retract; a Lots-o'-Huggin' Bear that is strawberry-scented and utters 45 sayings; a Western train set from Lego -- and Barbie and Ken dolls that, like the characters in the movie, are attired in 1980s-era Spandex and leg warmers (for her) and an ascot (for him).

"We look for . . . proven, classic intellectual properties that have longevity," said Soren Torp Laursen, president of Lego Systems Inc. "Toy Story has proven it has a lot of longevity."

-- Dawn C. Chmielewski

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Photos: The sights of Toy Fair 2010 Credit Michael Nagle / For The Times

Dawn C. Chmielewski covers Disney for the Los Angeles Times and she recently wrote about the interesting role Pixar guru John Lasseter plays in the Disney toy line. During the course of her reporting she interviewed  Albert Chan, president and CEO of Thinkway Toys, and since we're always interested in the toy aisle here at Hero Complex we bring you a Q&A with the toy master whose company was an early part of the Pixar success story.

 

DC: How did the relationship between Pixar and Thinkway get started?

AC: Thinkway and Pixar’s relationship began 15 years ago. When Pixar launched "Toy Story" in 1995 it was the first fully computer-animated movie. As such, it was different than traditional 2-D animation and Disney had difficulty convincing any major toy company to develop toys for the world’s first CGI film. For me, it was no risk at all and seemed like an unbelievable opportunity. The first time I met John Lasseter, about five minutes into the meeting, he and I started talking about his toy ideas and that transpired into playing with his toys on the floor in his office. It was a “toyetic” beginning and that’s how Pixar and Thinkway’s relationship began.

DC: What was John Lasseter’s role in the maverick decision to create a foot-tall action figure?

AC: John emphasized that the Buzz Lightyear action figure toy should be 12 inches in size. He explained that Buzz was designed as a 12-inch toy in reality and that’s the scale applied throughout the film. This was different than traditional action figures sizing but I was willing to listen. At that time, the norm in the action figure category in North America was 5-and-a-half inches. I was unsure if retailers would accept the larger size and groundbreaking higher price point. A smaller size prototype had already been made and I would need to go back to the drawing board and start over again in order to create the larger-sized Buzz Lightyear from John’s vision. Adding to the challenge, I was faced with an impossibly short lead time to redesign, produce and ship the products before the movie release in just five months. To this day, I still remember the exact words John said to me: "Albert, just trust me." I gave him my trust and followed his guidance. That crucial decision changed my life with the international success of Buzz Lightyear and "Toy Story." The success also inspired Thinkway to explore many new items with innovative technologies and establish a point of difference in the market. Indeed, John unknowingly changed the nature of the action figure category in the toy industry.

DC: Was there anything unusual or noteworthy about the collaboration?

AC: Collaborating with John Lasseter is an honor and has been a tremendous learning opportunity for me. My company, Thinkway Toys, has been in the business for almost 27 years. As a toy maker, Thinkway is known in the industry as a pioneer and leader in innovative animatronic toys. We have produced many licensed products, including the "Star Wars" interactive talking banks and won numerous design and retail awards along the way. John is considered the best in his field. When our worlds met, we were both excited about the potential of our collaboration and we have a common interest: to make quality toys.

 

DC: Lasseter has said that you were the only toy maker who would make a Jesse doll based on “Toy Story 2” or Edna Mode from “The Incredibles.” Apparently, other companies thought these films would appeal primarily to boys and that the toy lines should reflect that. What made Thinkway go a different direction?

AC: Over the years working with John, I have learned to follow his instincts in making toys for his movies. For instance, John pointed out that there was a niche for a Jessie and Edna doll. Most Pixar films are family oriented and appeal to both genders. Normally, producing girl's toys for what is perceived to be a boy's movie is risky in the toy industry but I respected John’s advice and took the Jessie and Edna dolls to market. The results? Let’s just say that John’s instincts were right on the mark again. Edna was a complete sellout and Jessie’s sales are now close to Woody’s!

DC: Lasseter said that he traveled to Hong Kong to join you on a visit of a toy factory and to gain greater understanding of the manufacturing process. How did that visit change the nature of the discussions about upcoming toy lines?

AC: After the "Toy Story" movie was released in 1995, John told me he would be in Hong Kong and would like to visit the toy factory that makes the "Toy Story" toys. After his arrival, we took a two-hour car ride to the factory in China. While we were there, he left no stone unturned and went through the entire production process. He looked at and felt the various colored plastic pellets that would eventually form the different color components of the action figures. He studied how the factory workers applied spray paint on the toy figure faces. After going through every production stage, John realized that the manufacturing process was still very labor intensive and not as automated as he had expected. It was a very hands-on process and involved hundreds of workers and man hours. After the factory visit, I believe John’s insight helped him strike a balance between what is essential to staying true to the film characters while being mindful about what is practical at the manufacturing level.

DC: Is there an example where he’s pushed you to change a design to make it more authentic or rejected an idea because it wasn’t true to the film?

AC: Yes, I remember such an incident during a Wall-E product review last year. At the meeting, I presented my company’s key TV campaign item, the “U-Command Wall-E.” It was a remote control toy with hidden wheels under Wall-E’s treads for mobility. John rejected the hidden-wheels design and preferred that Wall-E’s treads be real working treads just like the character in the movie. It was important to him to keep the character’s integrity in the toys. This was a challenge because I had to re-engineer the design and make sure that the treads would not fall off when the remote control toy makes a turn. John spent time to listen to my explanation, asked questions and tried to guide me in finding creative solutions as if he was a toy engineer. I took the time to redesign the treads and this U-Command Wall-E turned out to be the fastest selling product in our line, globally.

 

DC: Does all of this make him different than other Hollywood creators and executives that you deal with?

AC: Typically a licensee does not work directly with filmmakers. John is both a passionate filmmaker and toy collector and his interest in the toys ultimately led to better products on store shelves and it was a lot of fun collaborating with him along the way. John has endless enthusiasm for toys and is always curious about how they are made and how closely they resemble and function like the original movie characters. He gets excited about the prototypes and like a big child gets down on the floor or table to play with them. When I showed John and other Pixar filmmakers and animators the Definitive Toy Story Collection Buzz Lightyear the first time, they were impressed that Buzz’s wings pop out exactly like in the movie. He studied it closely, left and right, with his filmmaker’s eyes. Then he looked up and educated us with a film fact: Buzz’s wing tips should be red on one side and green on the other, like a real airplane! I am always enlightened by John’s input.

-- Dawn C. Chmielewski

RECENT AND RELATED

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John Lasseter talks about the back story of "Toy Story 3"

Michael Keaton will be boy-toy Ken in "Toy Story 3"

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VIDEO: Dick Jones, the voice of "Pinocchio," looks back 

A Tinker Bell movie for boys? Disney hopes so

'Lost' Mickey Mouse cartoon unearthed

PHOTO GALLERY: No princesses! Pixar's unlikely heroes

Turan on "Up": "Fearlessness in the face of emotion"

"Up": Pixar's 10th film may be its most ambitious

"Up" director's tribute to Disney veteran Joe Grant

CREDITS: "Toy Story" and "Wall-E" images from Pixar. Albert Chan photo from Thinkway.

FOR THE RECORD: An earlier version if this post had a typo in the name of the Pixar character Edna Mode. No capes!

"AVATAR" COUNTDOWN: 4 DAYS

We're code blue here at Hero Complex as we go into the final days of our "30 Days of Avatar" countdown. Today we talk to Jason Horowitz, the marketing director for Mattel, whose company is taking James Cameron's sci-fi epic to the toy aisles with hopes that it can be the king of the jungle this holiday season.

GB: It's so rare these days to have a huge special-effects film that's not based on a preexisting property -- a comic book or novel or a toy. For you, that must make "Avatar" a bit of a challenge and also a pretty exciting design opportunity.

JH: You're absolutely right. This is an amazing new world that James Cameron has created and when we heard about "Avatar" we were so excited because it has everything that makes for a great toy line. It's got great characters, great conflict, great creatures and great vehicles. We were very excited to bring that to life for collectors and kids. What we really tried to do was develop a line that would really re-create this amazing world of Pandora. And because what you said is true -- this is really the first major blockbuster that isn't based on a book or some other existing entertainment, so for the designers they really tried to make a line that was really authentic and had all of the detail to really bring these characters to life. James Cameron brings things to life in amazing ways and we really wanted to do the same with the toys and the figures.

GB: You've also taken the line beyond the product sold at stores with some tech innovations, can you talk about that?

JH: Yes, we have this augmented reality technology that is really exciting. We never want to do technology just for technology's sake. We always want to make sure that it enhances the play experience. When we saw "Avatar" and we had the opportunity to partner on the film, we just knew it was the perfect opportunity for the marriage of this amazing, groundbreaking film -- which is the most anticipated film of the year -- and this amazing, groundbreaking technology. We've put this technology into the toys in a way that it's never been put into toys before. For the first time, every toy in the line comes with an iTag which allows people to unlock a 3-D image on their computer that allows people to learn more about this world of Pandora and the characters. They get to learn in a really amazing, detailed way that blends the real world and the digital world with our toy-play, just as the film is breaking ground with the 3-D technology and the whole concept of the avatars in the film. In the films it's about immersion and going into another existence and the iTags fit with that; it allows kids to blend the physical world of the toy with the digital world ... with one of the characters, for example, when you activate the iTag it opens up the doctor's journal and you see one of the amazing plants of Pandora grow up out of the journal [on your computer screen].

GB: Do you find that young consumers now expect that sort of digital innovation with a traditional toy? Is it a marketplace challenge to keep the attention of media-inundated youngsters?

JH: It was so important to use this technology in a way that made sense with the property. It was the opportunity that the property provided. Because you don't want to just use technology for the sake of technology. Kids are immersed in technology. For them, it's not new or different, usually. So we wanted to do something groundbreaking for a property that was groundbreaking and do it in a way that was authentic.

GB: You also have a line of toys for "Avatar: The Last Airbender." Early on, were there any concerns about confusion or undermining brand identity? 

JH: It wasn't anything that concerned us from a long-term perspective. There's maybe some confusion the first few times people heard the name "Avatar," but the second you see footage you immediately recognize that it's unlike anything you've ever seen before in film. The same with static images. As we showed people this world there wasn't any confusion between the two of them.

GB: How big is the "Avatar" line to Mattel this holiday season?

JH: It's the most anticipated film of the year. And hopefully it's going to be a huge film and a lot of the people that go see it will want to collect the toys. We have really high hopes and expectations for the "Avatar" toy line. All the toys are on the shelf now and we think it should do great for Christmas as people see the film and on into next year. It's a big property for us. 

GB: This film seems likely to skew older in its audience than, say, the "Harry Potter" films. Do you aim your toys at an older consumer on this property?

JH: We tried to make the toys highly detailed and authentic because, regardless of the age of the boy or adult that goes to see this film, they are going to be blown away by the world of Pandora. We put a lot of time and effort in making sure the Na'vi figures look exactly like the characters in the film. The creatures look exactly like the creatures in the film. So if there's a younger boy who doesn't even see the film -- he may just see the trailers and hear about the film and go and collect it -- the toys will be appealing. That goes for the older boy that does go see the film and the [adult] collectors.

GB: Well, you probably have run out of blue paint.

  JH: [Laughs] Yes, right. What's great, too, is that after the film comes out we have a whole new wave of characters and figures coming out that have the bio-illum. There's a lot of glowing things in the film and after people see it there will be these toys that also glow.

-- Geoff Boucher

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HOLIDAY GIFT GUIDE, PART TWO

(READ PART ONE RIGHT HERE and PART THREE RIGHT HERE)

Stressed about finding the perfect gift for that special Muggle, Trekkie, Twi-Hard, Jedi or Bat-fan in your life? Relax and read on: You've come to the perfect place at the perfect time, because this is the 2009 Hero Complex Holiday Gift Guide -- just think of us as a sort of retail Yoda guiding you through the complicated swamps of holiday shopping. "Buy or buy not. There is no browse..."

"Star Wars" Garden Jawa: Do you know someone that has a gopher problem and a fixation of the George Lucas universe? Well, of course you do -- who doesn't? Just last month, the Garden Jawa ($35) went on sale exclusively at Star Wars Shop. Not even a cranky Bantha could resist this little guy, who is close to a foot tall and comes ready for the garden -- he's got tools tucked into his bandoleer and a garden hose clutched in one gloved hand while the other flashes a thumbs-up symbol that seems to say, "Howdy-ho neighbor, may the Force be with you!" For a new product, he's sure covered a lot of famous ground already; he also seems built for the long haul since he is molded out of all-weather resin.

Tim Burton's Oyster Boy light-up Journal: There's a towering pile of super-cool items from the gifted oddballs up at Dark Horse Deluxe in Oregon, and I had a tough time deciding which to include in the gift guide. In the end I went with one of the Tim Burton partner creations, the Oyster Boy light-up journal ($15), which is such a melancholy and unexpected gift that it will bring a brief flicker of a smile to the face of that pale friend of yours who loves rainy days, black clothes, the Cure and every Burton movie featuring a cemetery or castle scene. This 128-page hardcover journal just hit shelves in May but the character first appeared in Burton's 1997 book "The Melancholy Death of Oyster Boy & Other Stories" (yes, being old-school and relatively esoteric makes it even better). The cover shows Oyster Boy wearing his human mask and trick-or-treating beneath a starry sky -- and the stars light-up with sparkling lights embedded in the cover. You should check out the other Burton merch from Dark Horse, too.

"Star Trek" DVD: What's the best movie of the year? Well, we could debate that all day but I can tell you that, without a doubt, my favorite movie of the year was "Star Trek,' which brought the long-under-performing film franchise to maximum warp, perhaps for the first time ever. The DVD and Blu-ray releases live up to the film, too, and dollar-for-dollar, they may be the season's best gift for sci-fi fans. The extras on the two-disc version are strong, too; J.J. Abrams is one of the best in Hollywood when it comes to an erudite but accessible director's commentary that is neither self-aggrandizing nor snore-inducing. The gag reel is actually funny. The nine deleted scenes on the Blu-ray, meanwhile, are actually pretty intriguing and show that the film could have gone into some substantially different sections of the story. The birth of Spock, trimmed from the start of the film, is worth wacthing for sure, as are the grim sequences with Klingons -- although they do kind of remind me of Spartans from some interstellar version of "300." And, oh yes, I love that critic's blurb on the box. It's available as a single DVD ($29.99), a two-disc DVD ($39.99) and a three-disc Blu-ray set ($39.99). Available just about everywhere.

Scene It? "Twilight" for the Nintendo Wii:

OK, here's the one gift on this list that I wouldn't want for myself but, hey, a gift guide is about giving, not getting, right? "The Twilight Saga" is in a full-force in American pop culture right now and if you have a Twi-Hard on your holiday shopping list, this might be the perfect fit. Scene It? is, for the uninitiated, a very successful brand of trivia games that incorporate video clips in the game play, but this is the very first edition in the Scene it? series to be available for the Wii game platform. The Konami release just hit stores on Nov. 24 and costs $50, although there are better prices to be found out there. It is rated T for teen due to mild blood, mild violence, some suggestive themes and a drug reference, but there's nothing here that's not in the first film.

Marvel ArtWorks: The classic artwork of Jack Kirby seemed too powerful, too kinetic and too, well, cosmic, to fit on the pages of Marvel Comics in the glory days of the 1960s and now, thanks to the folks at Every Picture Tells a Story, some of the late artist's iconic images are getting the massive, archival display they deserve. Every Picture Tells a Story is a gallery in Santa Monica and they have secured a license with Marvel to turn key covers into museum-quality pieces of art. The first 10 limited-edition prints were released this year and they look amazing. New releases each year will present signature covers from different eras of Marvel's history; this first batch of canvas prints included the Hulk by Dale Keown, Iron Man by Joe Quesada and the Silver Surfer by Gabriele Dell'Otto. The cream of the crop, though, are two cover by Kirby: "Captain America' No. 100 and "Fantastic Four" No. 49. Only 70 of each were made (which is fitting -- this is the 70th anniversary of Marvel) and they are going fast -- they were also signed by Stan Lee, adding another layer of collectibility. The Kirby glycee prints are $850 each, prices for the other covers vary, but you can find them at at the gallery's website. 

CHECK BACK THIS WEEK FOR PART THREE OF THE GIFT GUIDE

-- Geoff Boucher

READ PART ONE or READ 2008 GIFT GUIDE

 Today we have a special treat for you here on the Hero Complex. We've been impressed with the serious fanboy obsessiveness of the Bat Blog, a colorful corner of the Internet devoted to the Caped Crusader and the mountain of collectibles that bear his pointy-eared visage. So today we venture into the Batcave and turn the Complex over to collector expert Tommy from Bat-Blog, for a guest column: The 10 coolest vintage Batman toys. It's a great list -- although we're not quite sure what's going with that water gun...

10. 1960s Batman Figure Water Gun

This vintage Batman toy is a total blast. It's a 1966 Batman plastic toy water gun, released the same year that Adam West debuted in Batman's cape and cowl on television and also hit theaters with the tie-in film.

This item was created in a way more innocent time and I bet they never gave any thought at all about where they had placed the trigger for this toy. For that matter, they probably didn't even care about where the water plug was either.

As you can imagine, Batman collectors really love this item for its kitsch appeal and because it's really funny.

9. Battery-Operated Bump-N-Go Batmobile

It would be totally impossible to do any Batman toy list without mentioning the super-famous Batmobile. I mean, come on, that's one of the coolest pieces of bat-gear.

This toy was one of those battery-operated Bump-N-Go Cars. You flip the switch and this thing went nuts! It had sound effects and lights that blinked ... kids loved it.

Today, it's a really great display piece and a fave of Batman collectors.

8. Chad Valley Give-A-Show Bat-Projector

You might remember these Give-A-Show toys from your childhood. I recall as a little kid having the one with Popeye, and I really loved it.

But this one was produced in Great Britain and is extremely hard to find here in the U.S. Heck, it's even hard to find in the U.K.!

I also included it on the list because the vintage-style graphics are so distinctive and eye-catching.

7. Batman Bicycle Ornament

This is the 1966 official Batman bicycle ornament.

It was a hollow plastic figure of Batman that clamped on to your handlebars, and it had a spring that made the caped crusader go berserk as you cruised your neighborhood.

You know, there's something I've always loved about toys from this era and it goes beyond the actual product. At the time, the box-art often showed children using the product and really, really grinning.

I mean, this kid looks pretty darn happy with the product right here.

6. Japanese Tin Toy Batmobile

Another Batmobile makes the list! 

This one is a Japanese friction-driven tin toy.

Now, why is this Batmobile "more cool" than the previous one?  Well, from a toy collector's point-of-view, it's a lot harder to find because it was "Sold Only in Japan." 

Plus, it's a unique variation. And OK, it's a sports car!

5 - Captain Action Doll Batman Costume

In 1966, to compete with Hasbro's G.I. JOE, the Ideal Toy Company created CAPTAIN ACTION.

The accessorized approach was very similar, but instead of being a military man, this captain could do his heroic duty in the costumes of various crime fighters and adventure stars.

There was Superman, Aquaman, Captain America, Flash Gordon, the Phantom and many more. Of course, our favorite Caped Crusader was the most popular!

  4. Batman and Robin Friction Toy Cars by MARX

These wonderful toys from the past were made by the MARX Toy Co.

The cars are made of tin litho and the heads of Batman and Robin are vinyl rubber.

Nobody really knows why this pair is so extremely rare but expect to pay a few hundred dollars for them.

That is, if you can find them!

3. Japanese Batman Ray Gun

OK, I really don't need to explain why this item is so awesome ... just check out the picture.

First, it's a tin toy ray gun, which is always cool. Second, the graphics have Japanese lettering, very beautiful.

Plus, did I mention Japan?

Japan was among many countries that got caught up in the whole Batman TV show craze. In fact, there's an entire sub-culture of the toy collecting community that is totally devoted to these treasures.

And now the final two...

EXCLUSIVE

Here we bring you a sweet exclusive, the first group photo of the entire cast from the upcoming blockbuster film "Star Trek." Hmmm. Don't they look a bit ... stiff?

OK, sorry. It's been a long day. Actually these are the nifty, new 6-inch "Trek" action figures from Playmates Toys. They will retail for $8.99 and hit shelves in April.

I love the older Spock in the back row and bad-guy Nero looks pretty good, too, which will please actor Eric Bana, who may have thought his action-figure days were over after "Hulk. "For you collectors, keep reading to the bottom to see the specs and features.

As for "Star Trek" the film, check this out...

I can't tell you how excited I am about this new movie.