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Not the market toy manufacturers deserve, but the one it needs right now

Alongside the release of "The LEGO Batman Movie", and prior to the debut of "Transformers: The Last Knight", scheduled for release later this year, Ampere investigates whether toy-related content is popular on major Subscription Video on Demand (SVoD) services Netflix and Prime Instant Video. With the toy market highly competitive, especially with Netflix announcing an interest to produce merchandise for popular original titles, manufacturers are constantly looking for other areas in which to invest to drive growth. In this context, the media sphere seems an attractive market - providing brand re-enforcement, tapping into the kids and family market, as well as nostalgic young adults.

The standout finding is the growth in the availability of LEGO-related content. In the last year and a half, the number of available LEGO titles has more than doubled. This significant expansion in licensing deals for the LEGO group is a relatively recent affair however - with the top market positions (in terms of volume of titles) belonging to Mattel and Hasbro respectively.

It is clear to Ampere that toy manufacturers are not playing around when it comes to SVoD content.