But the plot of the episode is secondary

Do better than "Arthur and the Invisibles," the boy invented by Luc Besson which figurines are going out in Lansay, and the effigies to paste in Panini. Better also than Harry Potter, there are more products derived. Finally better than Charlotte aux fraises, star of the small screen in the 2-3 years. Is the aim of the manufacturers of toys, determined to regain control on their first customers: children.

Faced in recent years to an invasion of their territory by from the book, film or cartoon characters, they are imposed by their authors, through licensing, the full universe of a character and his adventures. "The licence has changed the landscape of the market of toys and games." "Licensing market continues to grow since 2002 and recorded for the period January-August 2006 growth in value of 9.1 and 21.2 of the total market of toys and games", note Christophe Portal, responsible for the games and toys in NPD market. Now well-performing strategy in which the licensee has more no look at the hero in question: he took for himself the narration created by others. And against which the toy professionals attempt today to oppose.

The first success of a few, including Mattel with Barbie, and the growing interest children for Heroes (see box), toy brands seek to assert their jurisdiction of childhood, as engineer specialist or creator of imagination. "As Disney put forward its ability to implement a"engineering of the imagination", some manufacturers define their toy as a carrier of a symbolic value: his personality, his feature relate to the imaginary developed by character and its history, pure creation of manufacturers", explains Christian Taillard, Director of studies and foresight in Smoby. Thus the classic circuit, book, CD or DVD, then figurine, game company and other toys is inverted.

In Smoby, the adventure began with the Cottoons in partnership with the Agency PLP Design. Originally, these small characters created by Pineau and Leporcher designers for a line of toys first age quickly became figures of books and cartoon co-produced by France 5. The Jura industrial continued momentum with friends of the forest, a world of game for children around 3 years, with a large house with DVD and episodes of the series, boxes of mother and her babies, a modular school, but also illustrated books, a book of vacation Hachette and the stories in the magazine "Bambi". "It does share more just a hero but a universe of toys in which the child enters and invents his episodes according to his imagination", said Christian Taillard. In 2007, Majorette (owned by Smoby) also prepares to leave his Rush Runners, two motorcycle gangs who will compete in "Synchronicity". The kit will be accompanied by the DVD of the first episode.

Mattel has mastered the art of this exercise with Barbie. For six years, the manufacturer publishes a story about the famous doll distributed by Universal Pictures Video. Every year, the theme is obviously different even if he always staged princes and princesses for the year-end holidays. Each time, it gives rise to a special series of dolls, characters, carriages and other castles. This year, "Barbie at the ball of the twelve princesses" plunged in the heart of the world of dance with many accessories, a design competition and an exceptional cocktail for the winners at the Opéra de Paris.

Take advantage of the mirror effect

The doll, equipped with infrared technology, it reproduced with ease the footsteps of two of the little girl and dance to the music of the film. The system works so that a second Barbie universe is installed with Fairytopia out each spring. In 2006, the theme of sirens Mermaidia allowed the DVD to illustrate "the magical world of the sirens." And since a few days, Mattel declined this strategy one of its other brands, the Polly Pocket. The smallest doll in the world at the head of his tribe was released on DVD December 6 under the title "pollywood" in blink of an eye to the world of the stars of the West Coast. "This is a new opportunity for industrialists of the toy to deploy their brands by selling content.". "Above all, the interest lies in the mirror between the toy and its entertainment: when a girl saw the film, she want to continue the adventure by playing with the toy and vice versa", exposes Arnaud Roland-Gosselin, Director of Mattel France.

An exercise rather reserved well installed trademarks in the world of toys and the martingale is based primarily on the ability to create and lend a prior universe even to consider the production of derived products. LEGO is started successfully through its Bionicle. Created in 2001, these brave warriors have already three DVD, VHS, and a video game released late November. The adventures of Matoran, Piraka, Visorak or Toa Hordika will be broadcast exclusively on the site JetixTV between Christmas and February 2007. "We have a person in the United States who writes the stories of the Bionicle and remains in close relationship with the products." But the plot of the episode is secondary. "The different characters allow boys from 6-12 years to invent new stories-band", says Julie Sarrassat, product manager Bionicle. Today, this line represents 20 of the turnover of Lego. And the novelties of this year have already registered a growth of 12. Even more remarkable phenomenon: 30 of "clients" boys buy the Bionicle with their money in the same manufacturer, the Lego, them, offered by the parents.

"The strategy of development of a"Yes - Yes"allows to decline a story in the toy and speaks to parents." "Then the toy belongs exclusively to the child and to create his own universe, unknown to her parents" Note Arnaud Roland-Gosselin.

Knowing that television and video recreation economy actively, seeking to feed, new stories to seduce the audience, and that of the third millennium children grow up with the stories of heroes and electronic figures, the toy industry take the opportunity to integrate animation in their creations. The hunt for the hero is open.