On a recent Saturday at the Times Square Disney Store, a row of wide-eyed Grogu plushies gazed out from their perch, fresh arrivals tied to the upcoming ‘The Mandalorian and Grogu’ film. Schoolchildren on field trips debated which size to buy, while parents checked prices—$34.99 for the standard, $59.99 for the ‘deluxe sound edition.’ This season, New York’s toy retailers are bracing for a new wave of movie tie-in merchandise, but the relationship between film and toy is shifting in subtle but significant ways.
With ‘Masters of the Universe’ set for a Bryant Park outdoor screening in June and ‘Toy Story 5’ banners already popping up on 42nd Street bus shelters, the city’s retailers and pop culture fans are noticing a change. Rather than simply flooding shelves with plastic replicas, studios are working with brands to create collectible, limited-edition pieces—think hand-painted figurines at Midtown’s FAO Schwarz and eco-friendly playsets at Brooklyn’s Norman & Jules. Licensing deals are being reimagined: Mattel, for instance, is launching interactive pop-ups in SoHo, where kids can customize their own He-Man swords or design Toy Story-themed apparel.
For local business owners, the difference is real. “We’re seeing fewer generic movie tie-ins and more exclusive drops,” said Leslie Chan, manager at Midtown Comics. “Our customers want something unique—maybe a Grogu with a Yankees cap, or a Woody that actually says ‘I <3 NY.’” Pop-up events and midnight launch parties are drawing both die-hard collectors and tourists, eager for a piece of the city’s summer movie buzz.
Meanwhile, some parents are welcoming the new approach. “My son begged for the Grogu plush, but he also wanted to learn about the artist who designed it,” said Harlem resident Tasha Brewster, clutching a special-edition box at the Union Square Target. “There’s a story behind the toy now. It’s not just about selling plastic.”
As Memorial Day weekend ushers in the first major wave of summer crowds, New York is once again at the intersection of entertainment and commerce. The films may be global phenomena, but on the city’s streets and shelves, their impact is distinctly local.
Frequently Asked Questions
How are movie tie-in toys changing in New York City this summer?
Studios and brands are shifting from mass-produced plastic replicas to collectible, limited-edition pieces and eco-friendly playsets, with more exclusive drops and artist collaborations.
What are some examples of new movie merchandise in NYC stores?
Examples include hand-painted figurines at FAO Schwarz, eco-friendly playsets at Norman & Jules, and customizable He-Man swords and Toy Story-themed apparel at Mattel’s SoHo pop-ups.
How much does a standard Grogu plush cost at the Times Square Disney Store?
The standard Grogu plush costs $34.99, while the deluxe sound edition is $59.99.
How are licensing deals for movie merchandise being reimagined?
Licensing deals now focus on interactive experiences and unique products, such as pop-ups where kids can customize toys or design apparel, rather than just selling generic tie-ins.
What do local business owners and parents think about the new approach to movie merchandise?
Business owners report increased demand for unique, exclusive items, and some parents appreciate that toys now have stories and artist backgrounds, not just mass-market appeal.
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