Fueled by the hit animated feature Teenage Mutant Ninja Turtles: Mutant Mayhem — which is just shy of a $95 million global box office since its August 2 release, grossing $15.2M domestically this weekend — the classic property is reportedly on track to surpass $1 billion in global retail sales in 2023. The 40-year-old Teenage Mutant Ninja Turtles brand created by comickers Kevin Eastman and Peter Laird was acquired by Paramount in 2009, and from 2012-2022 amassed $8 billion.
Directed by Jeff Rowe (The Mitchells vs. the Machines) and co-directed by Kyler Spears, with Seth Rogen serving as one of the exec producers, writers and voice stars, the CG-animated pic has spurred Paramount Consumer Products’ most ambitious licensing efforts for the TMNT brand yet, signing up 400 partners for the film alone (1,100 total for the franchise).
Licensees include top toy and collectible companies Hasbro, Mattel, Playmates, Funko and Build-A-Bear, as well as Crayola, General Mills and Crocs. The Turtle Bros. have also teamed up with hit games Minecraft, The Sims FreePlay, Roblox and more, with one of the more creative partnerships delivering the first-ever pizza-scented game controllers for the Xbox X Mutant Mayhem design.
Retail partners for TMNT include Walmart, Target, Amazon, Macy’s Kroger, Toys ‘R’ Us, Primark and more. Products are available from 550-plus retailers — at 40,000 locations in more than 220 markets around the world.
[Source: Deadline]
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