Movie Ticket Sales Sagging? Time to Bring Out the Toys

BURBANK, Calif. — The once-catatonic corner of moviedom dedicated to merchandise has suddenly come alive as studios — walloped by vanishing DVD sales and determined to keep fans engaged between sequels — look at themed toys, clothes and home décor with renewed vigor.

And Pam Lifford, the president of Warner Bros. Consumer Products, is in many ways leading the charge.

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