The world of toys has undergone a remarkable transformation, charming Hollywood’s attention with a plethora of recent and upcoming movies based on nostalgic toys. Transformers: Rise of the Beasts, Barbie, Tetris, and Dungeons & Dragons: Honor Among Thieves are just a few examples of the many toy-inspired films hitting the big screen. But what is driving this sudden surge of interest in toys as a source of cinematic inspiration?
To understand this phenomenon, one must go into the history of toy marketing. Following deregulation in the 1980s, beloved TV shows and films were created to sell toys to children, giving rise to massive franchises. As the decades passed, these shows and films continued to charm audiences, eventually appealing to adults as well. The 2000s saw a resurgence in popularity for toys, with shows and movies that transcended age boundaries.
The LEGO Movie, released in 2014, played a significant role in propelling the toy-movie wave. By acknowledging its own status as a toy franchise, the film demonstrated that toys could be successful on the big screen. The film’s success, in turn, has inspired more toy-inspired movies, with brands like Rainbow High reviving fully articulated dolls with intricate outfits and high-quality action figures.
A Still From LEGO Movie 2014 (Photo: LEGO)
As a result, mainstream culture has finally acknowledged what toy enthusiasts have known all along: toys are art. The conceptualization, design, and marketing of a toy require a significant amount of work, and the best toys have become a form of nostalgic entertainment. Mattel has capitalized on this trend by introducing their Mattel Creations line, offering intricate dolls at a higher price point, intended for collectors rather than children. MGA Entertainment has also revamped their Bratz Dolls line to tap into the nostalgia market, targeting young adults.
The significance of toys in our culture cannot be overstated. They have been an integral part of our history and identity, reflecting the values we want to instill in our children, such as kindness, imagination, and ambition. In an era where profit has become a major concern in the art world, it is refreshing to see Hollywood and mainstream media embracing something that has the power to shape the lives of billions worldwide.
The recent surge in toy-inspired movies is a testament to the power of toys to bring people together and evoke a sense of nostalgia. Whether you collect action figures, create intricate dollhouse dioramas, or reimagine vintage toys as artistic masterpieces, the world of toys has evolved into a vibrant platform for self-expression and creativity. As Hollywood continues to tap into this trend, it is clear that the world of toys is poised to remain a significant cultural force for years to come.
