More play dates with the toy industry

February 12, 2009 Rice says that 25%-35% of all toy dollars are typically spent on products tied to a licensed or entertainment property, but this year, it may be more. Licensors of entertainment properties generally get an upfront guarantee from a master toy licensee, which can be worth $1 million or more for top franchises. Meanwhile, such powerful retailers as Wal-Mart and Target won't even accept product if it's not a franchise property because they use it as a promotional tool to drive people to their stores.

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