Smaller-than-life political creatures to campaign at Toy Fair
Can presidential candidates rival the popularity of a pope? We are about to find out.
Can presidential candidates rival the popularity of a pope? We are about to find out.
Coming off heavenly sales of its Pope Francis plush figure (more than 65,000 at $19.99), collectible-dolls maker Bleacher Creatures, of Plymouth Meeting, is debuting a line of political figures at Toy Fair 2016 in New York City this weekend, a big-deal event for the industry.
"We are brand-new to the political landscape," said Micah Levy, director of sales and marketing at the company, best known for its figures of professional athletes and action heroes. "We went off early poll results on how we made the decision on what to creaturize into our universe."
And the results are in: Hillary Clinton, Ted Cruz, Marco Rubio, and, in a decision made just since his triumph Tuesday in the New Hampshire primary, Bernie Sanders.
What about the "huuuuugest" personality of them all?
"Since Mr. Trump is a celebrity, celebrity likenesses require licenses," Levy said. "We worked directly with the Trump Organization, and in the end they decided to pass on the opportunity for Mr. Trump to be a part of the Bleacher Creatures universe."
Then again, it might have been too tall a task to cram the essence of Trump into a 10-inch-tall plush representation.
With four to five months needed to produce the dolls, manufactured in China, all are available for presale at www.bleachercreatures.com exclusively, with availability expected about the middle of June - in time for the Republican and Democratic National Conventions.
Given that the GOP field had two candidates drop out this week, how can Bleacher Creatures be sure all its picks will be in demand by then?
Levy said the company will check with retailers - if sales don't look promising for a particular candidate, he or she won't make it to the production line.
But based on feedback just from the figures' appearance on Bleacher Creatures' website this week, "we know the loyalists already love the product," he said.
The company has hit it right again and again since opening in February 2011, about six months after founder Matthew Hoffman, who had 15 years in sports licensing, was at a Phillies game and wondered: "What would Chase Utley look like if he were a Muppet?"
Since then, the idea has been to make plush figures able to stand on their own that were easily recognizable (without the help of jerseys or costumes their inspirations wore).
The goal is no different for the political candidates, said Levy, who ran through the distinctive features of each: For Clinton, her smile; for Cruz, also the smile, which Levy described more as a "little bit of a grin but not a full smile. A political smile . . . one that you can replicate over and over again. And I mean that in a positive way."
For Rubio, his "all-American good-looking guy" features. For Sanders, "his bifocals, white hair and thick eyebrows certainly lend a hand in being able to recognize him instantly."
Two past presidents also are being offered: Ronald Reagan and Bill Clinton, based on customer input.
"This was just our first line of political plush," Levy said. "We certainly anticipate Obama is a candidate to be creaturized in the near future."
More immediately, Bleacher Creatures is expecting a boost in sales from Marvel Comics' superhero Deadpool, a former Special Forces operative who now works as a mercenary.
It's already the company's most popular entertainment plush figure - a status sure to be enhanced by the release of Deadpool, the movie, Friday.
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