Female Ghostbusters Toys Selling Well

Toys based on Paul Feig's female-driven Ghostbusters are exceeding expectations, according to [...]

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Toys based on Paul Feig's female-driven Ghostbusters are exceeding expectations, according to Mattel.

"We're thrilled with the response to the new Ghostbusters toy line," Joe Lawandus, senior VP of design and marketing for Mattel's Toy Box, told Variety. "We worked closely with Sony to ensure each figure featured authentic details from the movie including a wearable proton pack. The early momentum shows the product is resonating with Ghostbusters fans!"

So, how did the toy company succeed where others have failed? They employed a marketing strategy that has engaged and excited both girls and boys, using the "Everybody wants to be a Ghostbuster" tagline and stocking the boys' toy aisle with the Ghostbusters action-figures.

This is very good news for Ghostbusters, which needs all the help it can get just to breakeven. With a reported production budget of $150 million, Ghostbusters is expected to gross $20.8 million this weekend, pushing its domestic total to $85 million. At first glance, that's not too shabby, but we don't even know how much Sony spent on marketing.

Ghostbusters makes its long-awaited return, rebooted with a cast of hilarious new characters. Thirty years after the beloved original franchise took the world by storm, director Paul Feig brings his fresh take to the supernatural comedy, joined by some of the funniest actors working today – Melissa McCarthy, Kristen Wiig, Kate McKinnon, Leslie Jones, and Chris Hemsworth. This summer, they're here to save the world!

The film is directed by Paul Feig (The Heat, Bridesmaids), written by Feig and Katie Dippold, and produced by Ivan Reitman and Amy Pascal. Feig, Jessie Henderson, Tom Pollock, Joe Medjuck, Ali Bell, Michele Imperato Stabile, and Dan Aykroyd are its executive producers. The cast features Melissa McCarthy (Tammy), Kristen Wiig (Saturday Night Live), Kate McKinnon (Saturday Night Live), Leslie Jones (Saturday Night Live), Charles Dance (Game of Thrones), Michael Kenneth Williams (Boardwalk Empire), Neil Casey (Adult Beginners), Elizabeth Perkins (Big), and Chris Hemsworth (Thor). The film will feature cameos from Bill Murray (Groundhog Day), Dan Aykroyd (Spies Like Us), Sigourney Weaver (Alien), Ernie Hudson (The Crow), Annie Potts (Designing Women), and Ozzy Osbourne.

Ghostbusters is now playing!

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