In keeping with the tagline “Everybody wants to be a Ghostbuster,” Mattel’s retail strategy was to sell the female-led Ghostbusters action figures in the boys’ toy aisle. The sales figures at the top retailers in the country have exceeded expectations, the toymaker reported Friday.
Children have also supported the Sony movie, which has grossed $62 million domestically in its first six days. According to comScore Post Track, that demographic gave “Ghostbusters” a 4-1/2 star score this past weekend.
Mattel said “Ghostbusters” action figures and character mini-figures, the Ecto vehicle and the Proton pack are all selling well.
“We’re thrilled with the response to the new Ghostbusters toy line,” said Joe Lawandus, senior VP of design and marketing for Mattel’s Toy Box. “We worked closely with Sony to ensure each figure featured authentic details from the movie including a wearable proton pack. The early momentum shows the product is resonating with ‘Ghostbusters’ fans!”
“Ghostbusters” is directed by Paul Feig and written by Feig and Katie Dippold. The film stars Melissa McCarthy, Kristen Wiig, Kate McKinnon and Leslie Jones as a quartet who start a ghostbuster business in New York City while the city is beset by an invasion of ghosts.