Toy retailers are looking for a hero

NEW YORK — Let the force be with retailers this summer.

After enjoying a sales bonanza last year from everything “Star Wars,” the nation’s merchants, particularly toy sellers, are hoping that this summer’s blockbuster films will have at least the same power to move an avalanche of merchandise, from inflatable Superman suits to pirate swords with sound effects.

Among the coming summer films that have released the most merchandise are Disney-Pixar’s “Cars,” Walt Disney’s “Pirates of the Caribbean: Dead Man’s Chest,” and Warner Bros.’ “Superman Returns.” Sony Pictures’ “The Da Vinci Code,” based on Dan Brown’s best-selling novel, also has some games and apparel, though the bulk of related merchandise sales is coming from all the book spinoffs, including religious and art books.

“Last year, it was all about ‘Star Wars,”’ said Ernie Speranza, chief marketing officer at KB Toys Inc. This summer, he’s betting that three movies — “Cars,” “Superman” and the “Pirates” movie — “will be better than one.”

“Cars” is supported by such items as tracksets, racing car beds, and animated talking cars; “Pirates” is backed by items including action figures, swords with sound effects and T-shirts with skull motifs; with “Superman Returns,” shoppers will find radio-controlled 16-inch superheroes that soar up to 300 feet, inflatable Superman suits, as well as trendy fashion items like jewel-encrusted shirts and handbags.

Officials from KB Toys and Toys “R” Us Inc. report strong early sales of the movie-related goods, which started to appear in stores in early April. And the momentum should pick up when the films make their theatrical debut over the next few weeks. What should help is that the movies are expected to attract diverse audiences.

But the business of movie-related merchandise is tricky. Success at the box office doesn’t guarantee success at stores, says Sean McGowan, an analyst at Harris Nessbit. McGowan recalled how retailers have been burned by merchandise associated with such films as “Godzilla,” “Independence Day” and “Men in Black.” That has caused retailers to become more cautious, betting on fewer movies. And consumers are becoming harder to sell, shrugging off basic apparel for trendier items, for example.