Panther claws, masks and action figures are leaping off store shelves after runaway hit Black Panther — the first film in the Marvel universe focused on a black superhero — shattered box office expectations with a massive opening weekend.
Toys and accessories linked to the movie, which is also making waves for its strong black female leading roles, have the potential to become an enduring presence in stores, just as Spider-Man and other well-known characters from US comics have, executives say.
Toy tie-ins are a crucial profit driver for movie studios, even if each merchandise opportunity is not massively successful, experts say.
“It is a huge opportunity,” John Frascotti, president of US toy giant Hasbro, told AFP on the sidelines of the giant Toy Fair trade show in New York.
“We’re still in the early days of this but it certainly has all the indications that it could be over time as successful” as other major franchises in terms of staying power, he said.