A movie hit can transform toy industry

HOLLYWOOD, July 13 (UPI) -- U.S. toymaker Hasbro Inc. could post a banner year in 2009, thanks to a blockbuster movie based on one of its toy lines.

"Transformers: Revenge of the Fallen" has made $340 million at the box office in the United States and Canada so far, the Los Angeles Times reported Monday.

But the Michael Bay hit will have a huge influence on toy sales. Analysts say Hasbro could make $600 million this year on Transformer toys in a year filled with box office hits that will prove to be bonanzas for toys stores.

Makers of Star Trek, X-Men and G.I. Joe toys also have movies driving toy sales.

"This year might be a peak" in movie-related toy sales, said industry analyst John Taylor at Arcadia Investment Corp.

"People are thinking if everything goes well, "Transformers" could rival "Star Wars" as the single best-selling property," he said. "With G.I. Joe on top of that, you've got a shot at breaking $700 million."

Predicting a movie hit has not always been easy. "Monsters vs. Aliens," was a box-office smash, but neither Wal-Mart nor Target Corp. carried plush toys based on its characters, the newspaper said.