"In 2000, only two films in the top 10 US box office hits would have been likely to generate a licensed character toy, X-Men and How the Grinch Stole Christmas, perhaps Mission: Impossible II. But in 2017, nine out of the 10 top films had licensed characters associated with them, from Star Wars to Beauty and the Beast to Wonder Woman to Thor. So, consumers are spending about the same amount of money on toys in total, but now they have far more choices to spend it on. The battle is over the share of a parent’s pocketbook."