Exclusive: PMI banks on big licences

Published on: 6th September 2022

PMI’s Omer Dekel outlines how the company is faring and how retailers can sustain interest in collectibles in the run up to Christmas.

Keeping collectibles affordable is key to ensuring they remain protected from the cost-of-living crisis, according to PMI’s Omer Dekel.

He tells Toy World that despite the challenging economic environment, PMI is doing well with the entry level price point for the majority of its ranges being around the £1.99-£2.99 mark.

“Our range can be bought by the kids themselves with their pocket money, without necessarily having to ask their parents,” he says.

Gaming is still a staple of PMI’s products and Omer says that though the category has had its challenges this year, PMI often trailblazes with consumer merchandise, trying to find hidden gems which haven’t necessarily been heavily licensed before. An example of this is Brawl Stars which, despite being a number one mobile game, had not had any consumer products based on it before.

Other big licensed ranges for PMI such as Gang Beasts and Among Us, which is produced in partnership with Toikido, are also still popular with consumers and PMI is also eagerly anticipating the launch of new Toikido property Pinata Smashlings next year. Omer also teases with news of a “really exciting deal with an iconic global property” and though he is remaining tight-lipped for now, he says all will be revealed on the Toy World website very soon, so watch this space.

Omer believes that retailers are definitely embracing the collectibles category as a good way of enticing consumers back into stores as frequently as possible and, he says, the broader the offering, the wider the audience it appeals to.

“As well as kids, many tweens, teens and even adults are big collectors, so stocking a broad selection of ranges can help to bring collectors of all ages into toy stores,” he says.

To read the full interview with Omer, click here.


The December issue of Toy World is out now

Toy World expands editorial team

Hasbro enhances licensed products offerings with Icecat

Panama Canal crisis impacting December deliveries

The Sidemen co-create new card game Hit Send

The Late Late Toy Show showcases this year’s top toys

Did Black Friday boost retail footfall?

It’s the back of the net for Golden Bear’s Soccer Bot

Spin Master’s Unicorn Academy secures top spot on Netflix

Spring Fair announces major upgrade to show experiences