Amazon’s Wondery is launching a new toy line as it aims to build the next big franchises from podcasts

Guy Raz co-hosts “Wow in the World,” which is launching a toy line with Wondery.

Amazon’s podcast studio Wondery is continuing to branch out beyond audio with a new line of toys tied to the kid podcast “Wow in the World.” Wondery is billing it as the first toy line based on a podcast.

Wondery is giving a big rollout treatment to the toys, which it sees as the start of a bigger push into consumer products. The toys, from manufacturers Thames & Kosmos and Goliath, include a volcano kit and dinosaur collection and range from $14.95 to $29.95. There are also new story sets from Tonies, an audio storybox company. Distribution includes promotion in Amazon’s Holiday Dash print catalog and on a new Wondery Kids Amazon storefront and sales at physical and online stores, including Barnes & Noble, Mastermind Toys, and Nordstrom.

One of the toys in the new “Wow in the World”-tied product line.

The toy rollout shows Amazon’s ambitions for Wondery, which it acquired in early 2021. Three years ago, Wondery hired Nicole Blake, who helped develop the Harry Potter franchise while at Warner Bros. Entertainment, to build its top podcasts into bigger businesses. Blake calls it a Hollywood-style approach to franchises, with full consumer product lines in addition to other touchpoints like books and live events.

“I thought, could the next major franchise come from audio?” Blake said. “Every medium that has broken through in entertainment and created a fandom has then generated IP that delivered these long-lasting franchises and 360 franchises. So I thought, wow, that’s an exciting challenge.”

The Guy Raz- and Mindy Thomas-hosted “Wow in the World” from media company Tinkercast already has a line of books with HarperCollins and a live national tour. Wondery’s “Dr. Death” podcast was adapted into an anthology TV series in 2021; other pods like “WeCrashed” have also made the leap to screen. Fans of “Morbid” can buy T-shirts and a board game based on the true-crime podcast.

Up next, Blake is planning more live events tied to Wondery’s kid-aimed podcasts and a direct-to-retail deal.

Wondery’s Nicole Blake is looking to build podcasts into bigger businesses.

By getting into consumer products, Wondery is betting it can not only feed the retail sales business of its parent Amazon, but attract top podcasters who have multi-hyphenate ambitions. In announcing its recent deal with “New Heights with Jason & Travis Kelce,” Wondery touted its plan to grow the popular podcast with live experiences and merch. Blake and her team are also working with existing podcast hosts to build product lines, and evaluating future shows for their franchise potential.

“We’re helping them build their personal brands,” she said.

Franchises are coming from places outside film and TV

Wondery’s push into audio franchises comes as people have more entertainment options than ever, including creator-made content, and Hollywood faces doubts about whether its famous franchises can keep generating the same returns they have in the past.

Meanwhile, franchises have sprung from new places like video games such as Nintendo’s Mario Bros., which spawned 2023’s popular “Super Mario Bros. Movie”; Netflix, which has parlayed “Bridgerton” into merch, collaborations, and experiences; and the YouTube kids hit “Ryan’s World,” which sells clothing and toys at Target and Walmart.

The growing time people are spending on podcasts makes it a ready opportunity for franchise development, said Amanda Cioletti, VP of content and strategy for B2B company Informa Markets’ licensing group. Podcast listening growth has slowed since it shot up during the pandemic but continues to rise, with US adults listening to 28 minutes a day in 2024, up from 16 minutes in 2020, according to Emarketer. Emarketer projects advertising in podcasts to grow 15.9% in 2024 to $2.28 billion, though podcast ad spending lags behind the media time spent. (Emarketer shares a parent with B-17.)

Toys are a natural direction to go for brand extensions. In a survey of licensors by Informa Markets, toys and games were listed as the third biggest licensing opportunity after apparel and food and beverage. Cracking the crowded toy aisle won’t be easy, though, she said.

“There is a lot of competition for that shelf,” Cioletti said.

The “Wow in the World” toys were designed to drive kids back to the podcast. Toys come with step-by-step guides and QR codes that link to “Wow” content and with a three-month subscription to Wondery+, which allows for early and ad-free listening.

For Thames & Kosmos, the Wondery deal was a chance to reach young kids, a group that’s eluded the science toy and game maker due to their age and short attention spans, said Andrew Quartin, the company’s CEO. By working with the podcast, it will reach its target market and get built-in promotion.

“This is the audience they’re talking to,” Quartin said. “They have millions of listeners of curious kids. Guy and Mindy, they’re like science superstars.”