Trend-Spotting: Toy Companies Join In on the Fortnite Phenomenon

August 3, 2018 | Funko, Jazwares, and McFarlane Toys have already announced partnerships with creator Epic Games to unveil a wide range of toys based on the Fortnite world. The wildly popular Battle Royale-type video game has taken the world by storm.

With barely a year under its belt, the free video game has grown to an impressive 125 million players and is available on PC, Mac, PlayStation 4, Xbox One, Nintendo Switch, Apple iOS, and soon, Android. Pop culture trends, such as Fortnite, represent a huge opportunity for toy companies, given the level of loyalty and investment fans put toward their favorite brands.

“Toys based on the Fortnite characters and world are a natural extension and a terrific way to extend the digital property with physical products,” said Adrienne Appell, trend expert at The Toy Association. “The variety of collectible figures, action figures and accessories, plush, and many other playthings created will appeal to novel and expert players alike.”

Matthew Hudak, senior toys and games analyst at Euromonitor International, added that video-game licensing is an underserved market and licensing agreements that tap into the fan base of a popular game can potentially appeal to a large group of consumers.

“Video games are a form of entertainment that people are attached to not just for playing, but for the community,” he said, noting that some fans don’t even play, yet enjoy watching others live stream their game play.

McFarlane Toys, a top action figure manufacturer, will launch premium seven-inch collectible figures, related accessories, and resin statues in the fall.

Todd McFarlane, founder and CEO of McFarlane Toys, said with tons of character options to choose from, the game offers a “tremendous blueprint for making any successful toy and action figure line.”

Funko also secured a deal to launch Fortnite toys and collectibles. The collection will include more than 10 different product lines including Funko’s iconic Pop! figures, 5 Star figures, Pint Size Heroes, Vynl, keychains, POP! apparel and more, and is expected to be unveiled in time for the holiday season.

Additionally, Jazwares' Fortnite-branded collection, launching in December, will feature true-to-game figures, Domez collectibles, playsets, game-replica accessories, plush, vehicles, and more.

“Gaming is in our DNA. In our 21-year history we’ve brought fan favorites to life including; Mega Man, Sonic, Minecraft, Animal Jam, and Roblox,” said Judd Zebersky, CEO of Jazwares. Fortnite is “more than just an entertainment property with product; it's a global movement. Our product line will push the boundaries of traditional toys, bringing the digital world to physical product unlike anything fans have ever seen."

For more information about the hottest toy trends of 2018, visit www.ToyAssociation.org/Trends.