New Jersey-based seasonal retailer Spirit Halloween is predicting that Fortnite fever will infect a lot of trick-or-treaters this year, pegging it as a top-trending costume license for Halloween 2018.
Earlier this year, Spirit Halloween and Spencer’s partnered with Epic Games to launch a range of costumes, cosplay, accessories and gear inspired by the gaming franchise. Fortnite: Battle Royale launched on Microsoft Windows, macOS, PlayStation 4 and Xbox One in September 2017, and then on iOS in April. Fortnite’s consumer products program is supported by partners including Hasbro, Jazwares and Moose Toys, and it crossed the US$1-billion revenue mark in July.
According to Spirit, gaming in general is expected to be a big trend this Halloween, which jives with recent data from market research firm The NPD Group showing that total consumer spending on video gaming in the US grew by 40% in Q1 and Q2. Spirit Halloween predicts that costumes inspired by Minecraft, Overwatch, Kingdom Hearts, Halo and Assassin’s Creed will benefit from this gaming boom.
Vampires are quite literally timeless, but Spirit believes this year’s crop will include lots of Mavis wannabes as the Hotel Transylvania brand continues to expand. Earlier this month, Sony Pictures Animation and Nelvana greenlit animated comedy Hotel Transylvania: The Series for a second season. The renewal came shortly after the release of feature film Hotel Transylvania 3: Summer Vacation, which earned US$476 million at the global box office, making it Sony Pictures Entertainment’s biggest animated film to date.
Another trend working its magic in the market this Halloween is unicorns. Year-to-date data from NPD for January through June shows that the unicorn/pony theme has seen a 60% revenue increase compared to last year. California’s Sonar Entertainment is testing its luck with the trend, having recently tapped Centa IP as its global licensing agent for animated series Go Away, Unicorn!
Ghostbusters-inspired costumes are also expected to be Halloween top-sellers, with Sony Pictures Entertainment still celebrating the 35th anniversary of the ’80s movie classic with consumer products spanning toys, publishing and apparel.
Other trends the retailer expects will have an impact on Halloween sales this year include: cult movies Hocus Pocus and Nightmare Before Christmas as well as food and space themes.