According to Darin Pilcher of Namco Cybertainment operations, the release of the latest 3D hit Avatar is having a positive impact on merchandise in the US, with Avatar branded prizes proving popular with players.
Disney’s Mickey Mouse and Winnie the Pooh are also proving popular right now, as are Zsu Zsu Pets.
Commenting on trends within the sector at present, Pilcher told InterGame that CPSIA standards have caused merchandise manufacturers to re-evaluate their production process. "Examples of this include limiting the number of factories they work with or using specific factories that are known to be compliant; finding alternatives to manufacturing such as replacing plastic eyes with embroidery, finding reputable testing facilities and not producing certain products any more," he said.
"Short-term licences also appear to be more appealing in these tough times because they normally apply to single production runs, which tend to have smaller licence fees. The price of plush is high and in order to meet the amusement industry price points, short-term licences for popular brands can help manufacturers achieve that."
Pilcher also added that themed non-licensed plush is a trend that many manufacturers are now adapting to. In order to meet the necessary pricing for the industry, many operators in the US are turning to higher quality generic plush that has a theme or licensed appeal without the high price of licensed product.
