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05 Jul 2005 Judging from national press hysteria , anticipated record box office takings and phenomenal early toy sales it certainly looks like Pirates Of The Caribbean Fever has gripped the UK and Ireland toy-buying public . With three of the world’s most popular and photogenic movie stars …Johnny Depp, Orlando Bloom and Keira Knightley heading the cast list , it comes as little surprise that Disney’s Pirates Of The Caribbean – Dead Man’s Chest is living up to expectation as the hottest summer movie in toytown . “ Early sales of the toy line pre-movie release are way, way beyond expectation ,” states Nick Austin ,Vivid Imaginations CEO declared .” Several retail chains are reporting POTC as their number one boys toy line even before the movie breaks which is quite extraordinary .We are now revising our toy retail sales forecast for the brand upwards by 80% to around £21million ….the big question is will we get the stock to meet that forecast as North America and Europe are also showing dramatic sales ?” The DVD release for the movie is scheduled for November and Pirate Of the Caribbean 3 is scheduled for May 2007 release in UK/Ireland cinemas . “ Clearly the Black Pearl Playset is going to be the hottest toy of this Christmas without question as our UK and Ireland allocation of worldwide supply is limited to 55,000 units but our sales projection is in excess of 120,000 units . Thankfully there are other strong playsets in the range like Isla Cruces and Davy Jones Chest that will pick up supply shortfall on Black Pearl ,” Austin continues . “Anyone in the toy business who does not believe movies drive footfall and counter-seasonal sales and profits should now be eating a large helping humble pie . Star Wars , Kong and Pirates Of The Caribbean have been huge business drivers for our industry and I’m sure Cars , Turtles Movie ,POTC3 and Shrek The Third will do same in the coming months ,” concludes Austin .
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