So the X-factor is back on UK TV screens and no doubt across all media, with the tabloids picking up on every story going already. Its a non stop marketing machine for Simon Cowell and his Syco Production house... but its also bonanza time for savvy toy makers.
The biggest stars from previous X-Factors, JLS and One Direction from last year, are previous top sellers, and future top sellers. With one Direction merchandise in the form of Posters, Magazines and such like already being clambered for since the sell out X-Factor tour in the Spring. This is even before the band have released any real material, and with Vivid behind licencing for dolls similar to their JLS range already scheduled and set to hit by Christmas, I think that the One Direction toys will be massive hits come Christmas for all girls aged 5 and over!
Not ones to miss a trick either, are the current reigning young boy band, The Wanted, who have also been licenced to Vivid - with a deal to market Dolls as well, although these are not expected to hit until January 2012, probably to give space for the One Direction dolls to hit.
In a battle of the boy bands, i think rather than in the charts the success will be measured on the toy shelves, with individual battles between band members and the two bands themselves... I predict that like the Aston doll, the Harry One Direction figure will be most popular with the girls!
That's not forgetting the single artists like Justin Bieber who also has a range of 12" sized dolls too. The market for pop stars is getting over crowded, and I hope it doesn't end with buyer fatigue.
Bearing in mind all these toys are aimed at girls, who love Boy Bands (and Boys - like Bieber), there's no room for more is there? Well, it appears so, with Barbie releasing a Saturdays Fashionista tie in, not entirely a range of dolls - just yet - but an on pack promotion with a dedicated website to publicise the promotion and to push the Fashionista ranges, the doll market this year will be a jostling environment.
That's also coupled with the new Barbie superstar style advertising due to hit movie theatres and TV over the coming months, promoting Barbie as a real life star, with no product on display just the number one girl herself being papped on a red carpet - look out for it.
Not only are these ranges all about the dolls, we have Monster High dolls also being heavily promoted by Mattel the home of Barbie, and also some new exclusive Toy Story products from the short that preceded Cars 2 - entitled Hawaiian Vacation, which sees Barbie, Ken and the rest of the Toy Story gang all dressed up in Hula gear...
It's certainly going to be an interesting few months within the Doll market as these boys and girls scrap it out for attention, and I'm sure the fever that the X-Factor will generate for bands like , JLS & One Direction will help generate good sales for Vivid and encourage girls to get playing with their Dolls again.
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