When You Think of Hollywood, Think of Toys

Star Wars has become a  $27 billion franchise thanks in no small part to a plethora of licensed toys. The toy market thrives in Southern California as reported in Hollywood helps make Southern California center of toy universe. Toys licensed from film, television, and other media franchises account for nearly 30% of the toys. Toy makers are well-aware of the need to develop media related to their toys. Lego has thrived since establishing licensing deals with Star Wars and Harry Potter. Since 2009, Hasbro has produced shows that are distributed threw its own network. Following the trend, Mattel has created an in-house studio to develop media content to promote new toys.