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“Star Trek” toys seek new generation of fans

by Matthew Price Modified: April 22, 2013 at 3:20 pm •  Published: January 28, 2009

Toymakers are aiming for the next generation of “Star Trek” fans with a new line of toys based on the J.J. Abrams film. Gareb Shamus, publisher of Toy Wishes (, says director Abrams will bring a contemporary feel to a classic property.

“For this brand especially, by bringing in somebody like J.J. Abrams, who has been an amazing contemporary director-producer in this decade, with hits like ‘Alias’ and ‘Lost’ … he’s able to appeal to today’s core fan, and (the) masses, as somebody who’s … innovative and exciting in what he does,” Shamus said.

“What they want to do is introduce Star Trek to a whole new generation of kids, and also appeal to the core fans they’ve had all these years.”

The Playmates Toys’ products, coming to stores this spring, will be available in three different sizes – 3 ¾ inches, 6 inches and 12 inches. The company is also teaming with Mattel to offer “Star Trek” Barbies.

The 3 ¾ inch line is expected to retail at around $7 and feature the characters from the new film, including Kirk, Spock and McCoy.

“Especially in today’s economic times, there’s definitely a trend for all toy companies to offer less expensive price point items,” Shamus said. “There’s no question that especially with the ‘Star Trek’ line, they want to create an entry point that can get as many people interested in and excited about the toys as possible.”

The smaller line also makes it more affordable to build sets and accessories, like playsets for the Bridge and Transporter Room of the Enterprise.

“‘Star Trek’ has history that can be built upon, so that when you see it for the first time, you feel like it’s a very rich, exciting franchise,” Shamus said. “This is a great chance for them to introduce the movie to a lot of kids that haven’t been exposed to it.”

– By Matthew Price
From Wednesday’s The Oklahoman

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by Matthew Price
Features Editor
Features Editor Matthew Price has worked for The Oklahoman since 2000. He’s a University of Oklahoma graduate who has also worked at the Arkansas Democrat-Gazette and was a Dow Jones Newspaper Fund intern for the Dallas Morning News. He’s...
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