Cobra will keep rising for G.I. Joe as sequel confirmed
By David Bentley on Oct 28, 09 04:52 PM
THE summer action blockbuster G.I. Joe: The Rise of Cobra has so far brought in $300million globally and has also proved a massive boost for the action figures on which the film was based.
Toy company Hasbro, which also makes the Transformers figures, has seen its profits leap beyond Wall Street expectations. Sales of G.I. Joe toys are set to exceed $100million this year, three times more than last year because of soaring demand caused by the film.
Hasbro CEO Brian Goldner said G.I. Joe: The Rise of Cobra had been "a successful film launch" both for Hasbro and for Paramount Pictures, which made the film adaptation.
Goldner confirmed they were moving forward on a sequel, according to
The Hollywood Reporter.
However, Goldner did hint that box office expectations for G.I. Joe may have been too high: "I don't think we can expect that every motion picture we put out to be Transformers, and Transformers is a very rare property, and yet you can have many successful motion pictures."
Earnings from Hasbro's boys' toy lines have leapt 12 per cent following this year's double box office booster effect from Transformers: Revenge of the Fallen and G.I. Joe: The Rise of Cobra.
But earnings from girls' toys fell by 6 per cent. We can only hope this will not lead to a My Little Pony blockbuster action movie in an attempt to boost revenue...