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Marketing to Moviegoers by Robert Marich

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5 Merchandising

 

This is the Buzz Lightyear aisle (at this toy store). Back in 1995, short-sighted retailers did not order enough dolls to meet demand.

Tour guide Barbie doll in Toy Story 2

The above quote, which is a clever inside joke from a scene in the Disney-distributed animated hit Toy Story 2, highlights a common dilemma in movie merchandising. A talking Barbie doll that is giving a tour of a store points out that toy companies missed a bonanza by not immediately jumping on the first Toy Story movie, as she gestures to ample merchandise from the second movie. The original Toy Story far exceeded industry expectations, grossing a blockbuster $192 million domestically in its 1995 release, leaving licensed movie merchandise in short supply. ...

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