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Disney Pixar CARS 2: All Your Shipments Belong to Us

The other day, there was some discussion about licensing revenue … generally brand licensing is about 10-20% of the cost of the item you buy.

Via the LA Times.

“In the five years since its 2006 release, “Cars” has generated global retail sales approaching $10 billion, according to Disney. That ranks the Pixar film alongside such cinematic merchandising standouts as “Star Wars,” “Spider-Man” and “Harry Potter,” as well as its own paean to playthings, “Toy Story,” according to researcher NPD.

No fewer than 300 toys — and countless other items, including bedding, backpacks and SpaghettiOs — are rolling out in stores, in anticipation of the “Cars 2” opening.

“We anticipate the consumer products program to be the largest in industry history, eclipsing the high water mark set by ‘Toy Story 3,'” Disney Consumer Products Chairman Andy Mooney said in a webcast last week before the annual toy licensing show in Las Vegas. Last year, the third installment of “Toy Story” generated $2.8 billion in merchandise sales…

Pixar chief creative officer and “Cars 2” director John Lasseter, a devoted car buff and toy collector, recognizes that the cars and race courses in the two films naturally fit with how children play. By introducing the spy element in the sequel, he was able to add cool gadgets to the vehicles — and create even more merchandising opportunities. Every car in the movie — no matter how minor — has a name and a back story, in a nod to the fans who have continued to collect the toy cars.

“The toy sales have actually gone up every year since the movie came out, and that’s all over the world,” Lasseter said in an interview. “The products are really a manifestation of the love of those characters … and are a way that collectors, kids, families, can have the characters be with them beyond the boundary of the film.”

Of course, if you have free time, feel free to check out a database of every CARS 2 container shipment that came into the US. It’s around 420 containers of Disney CARS 2 merchandise if you just want a summary. 🙂 Or you can buy just the Mattel report for $99 (aka: 25 singles).

Yes, at TakeFive, we cover all the bases and all your bases and shipments belong to us.  😛

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