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GI Joe: One Movie too Many? Toy Expert weighs in on why the Movie was a Bust
From:
Richard Gottlieb -- Toy Industry Expert Richard Gottlieb -- Toy Industry Expert
New York , NY
Wednesday, October 21, 2009

 
FOR IMMEDIATE RELEASE

Contact: Tracy Dudkiewicz, 262-642-5019, tdudkiewicz@wi.rr.com

New York, NY – In a recent Out of the Toy Box blog published on Playthings® magazine's website, toy industry guru Richard Gottlieb of USA Toy Experts contemplates the weak performance of the GI Joe movie and whether the movie was a fluke or is it a harbinger of things to come from boys' action movies?

"It could be that the GI Joe movie is not as good as the others or it could be that parents and maybe even kids are beginning to feel manipulated or even bored by what might appear as a too predictable cycle of boys action films and seemingly mandatory movie themed product purchases," said Gottlieb.

This is no small question. The toy industry in general and action figures in particular, have benefited from a string of hit movies. Features like the Spider Man series, Transformers and even Iron Man have generated some nice numbers.

Readers of Gottlieb's blog also chimed in for other reasons for the flop. One reader expressed concern over a problem at retail and that Hasbro did not release the second series in decent, timely manner, or the retailers didn't sell what they projected fast enough. "The action figures that are on the shelves are still from series one, for the most part, and therefore not selling, as most collectors and kids have already purchased these figures," said one reader.

Another reader pointed out that the action figures are not original anymore. "what if it had stuck to the core of the franchise WITHOUT copying Iron man, Matrix, X-men, Batman... I mean... what if there are ENOUGH ARMORED RUBBER SUITS already?" he wrote.

To read more on this topic, as well as other blogs by Richard Gottlieb, visit www.playthings.com.

About Richard Gottlieb

Richard Gottlieb is President of Richard Gottlieb's Toy Experts (www.usatoyexperts.com) and a highly respected provider of business development services to the toy industry and consumer product industry. Richard combines an MBA in Global Management with thirty-five years of consumer products experience. He is the founder and facilitator of Building Our Future Toy Conference, a series of ongoing conferences which forecast the landscape the toy industry will face in the next five to ten years, and he is a voting member for the National Toy Hall of Fame® at Strong National Museum of Play® in Rochester, New York. Richard is a contributing editor to a number of magazines in the United States and Europe, speaks domestically and internationally about trends and the toy industry and writes the blog, "Out of the Toy Box" for www.playthings.com.
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Richard Gottlieb
President
Richard Gottlieb and Associates, LLC
New York, NY
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