Toy Makers Depending On Hit Films Twists On Classic Toys Due, Such As Teach Me Elmo, Working Out Barbie

Hollywood studios aren’t the only ones counting on new blockbuster movie releases this year. Toy makers, too, are depending heavily on these mega-productions to drive up sales.

Expect to see lots of movie-related paraphernalia on toy shelves this year, including “Star Wars” laser games, muscular “Hercules” action figures and “Batman and Robin” vehicles.

“Lots of licensed products are what we’ll be seeing out there this year,” said Gary M. Jacobson, an analyst at Jefferies & Co. “Every big movie will have products tied to it.”

While the big-screen hype was everywhere at the annual American International Toy Fair, manufacturers were also lifting from the smaller screen and promoting their classic lines.

The movie frenzy begins this month with the relaunch of the “Star Wars” trilogy. Other upcoming films include the “Jurassic Park” sequel “The Lost World,” “Batman and Robin,’ “Hercules,” “Anastasia,” and “Men in Black.”

Not only are there action figures for each movie, but nearly every manufacturer has some kind of tie-in, whether it be movable vehicles, animals, electronic games or dolls.

Toymakers like movie-related merchandise because the products are identified with a heavily advertised entertainment package. That reduces the research, development and marketing costs of rolling out a toy.

Manufacturers gathered at the annual toy trade expo, which officially begins today, are also showing lots of toys based on popular children’s television programs.

Mattel Inc. has dolls linked to the animated Nickelodeon show “Rugrats,” Tiger Electronics developed a “Clueless” telephone and organizer, and Hasbro Inc. produced dolls and accessories based on the series “Sabrina: The Teenage Witch.”

Playmates unveiled its fifth Teenage Mutant Ninja Turtle, Venus de Milo, which will be tied to the fall premiere of “Ninja Turtle: The Next Mutation” on Fox television.

Beside the Hollywood hype, toy makers are building on their successes of years past.

Tickle Me Elmo, the surprise success of 1996, returns in 1997, and this year the giggling plush doll has Big Bird, Ernie and Cookie Monster laughing along with him. Tyco Toys Inc. has also come out with Talking Teach Me Elmo, which gives an anatomy lesson, and Sing & Snore Ernie, which talks himself to sleep.

Galoob Toys Inc. extended its Pound Puppies and Sky Dancer lines, and unveiled the Star Fairies dolls, which light up when attached to their magic wand.

Baby dolls are again popular, and this year a number of manufacturers are promoting the tiniest variety. Tyco’s C.O.D. Cuddles on Delivery dolls are packaged to look like they’ve been delivered through the mail and Playmates’ Just Born Baby looks just a few hours old.

The 1980s hit Lazer Tag features a new design from Tiger Electronics and Tyco’s View-Master is now has sound.

Barbie, the nation’s No. 1 selling doll, takes on dentistry as her latest profession. Also new for 1997 is Cool Shopping Barbie, who has her own boutique, and Working Out Barbie, a very flexible version.