Popularity of Batman character sparks “Dark Knight” toy line
With the Oscar success of “The Dark Knight,” the Christopher Nolan-directed film is again in the public eye. Mattel, the toy licensor for “Dark Knight,” has launched new toys in its “Dark Knight” line of toys, including playsets and role-playing items.
Rob Novickas, spokesperson for Mattel, spoke to the success of the “Dark Knight” line, and the method of translating a somewhat dark film to a successful all-ages toy line.
Q: How successful has the Dark Knight line of toys been?
A: Batman is considered an evergreen property. While “The Dark Knight” was not a movie seen by most kids, the fact that the character is so popular and has been with many generations made the toy line very popular with kids and especially adult collectors.
Q: Was it difficult creating a line of toys that was true to the dark themes of the movie, and yet still play-friendly?
A: For years, Mattel has created a variety of Batman toys that bring this perennial super hero favorite to life for fans of all ages – from action figures and role-play toys, to playsets and games. Our close-working relationship with the filmmakers and Warner Bros. on this film allowed us to be an active participant throughout the entire process. This presented a unique opportunity for Mattel to demonstrate its distinct ability to translate what viewers see on screen into child-appropriate, fun toy line that captures the spirit of the Batman characters.
Q: Tell me about some of the special features of the Dark Knight toys.
A: Mattel has developed an exciting collection of innovative and fun products including role play toys that allow kids to transform into the Dark Knight and fight crime just like Batman, cool vehicles straight out of the streets of Gotham City, realistic action figures and interactive playsets that capture the action, drama and thrill of the movie.
Q: What about Batman has made the character and accessories so popular over so many years?
A: It’s all about the gadgets and the ultimate cool car – what’s cooler than the Batmobile? The cape and cowl is also extremely popular with boys. Batman has entertained and inspired generations of people, and is truly considered an evergreen property between its multiple films, comic books, television series, and consumer products. He’s embodies the “good triumphing over evil” that makes super hero play so appealing to children of all ages.
Q: How much of an effect does the success of a film, in dollars or awards consideration, have on the success of a toy line?
A: At Mattel the success of a toy line comes from creating innovative and fun toys first and then over laying of a license. In the case of Batman, we make the ultimate in action figures and vehicles, and the role play items allow a kid to really feel like he’s the best of the super heroes – Batman.
– Matthew Price
From Tuesday’s The Oklahoman
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