When a film becomes a saga, toy aisles catch fire. Mason Ewing Corporation is preparing its own: Eli Tilmann, about ten feature films of wizards, magic and mystery, at the heart of the Jonathanland universe.
Imagine a child’s bedroom with an enchanted palace, a young wizard’s cape and a baby who will never grow up. It is not a dream: it is the world the Eli Tilmann saga is about to build. And if the history of great sagas has taught us one thing, it is that cinema never stops when the film ends. It carries on across store shelves, on playgrounds and under Christmas trees.
The Numbers: When a Saga Takes Hold, Toys Follow
Great sagas transform the toy market, and the numbers show it. In 2025, U.S. toy sales grew 6%, driven by licensed properties. Pokémon became the first property in at least 20 years to top $2 billion in annual toy sales. On the magic side, Harry Potter remains the ultimate benchmark.
| Phenomenon | Figure | Source |
|---|---|---|
| U.S. toys, 2025 | Sales up 6% | Circana / Toy Association |
| Pokémon, 2025 | $2.5 billion in U.S. toy sales, up 87% | Circana / Toy Association |
| Harry Potter, merchandise | About $7.3 billion (2018, estimate) | LoveMoney |
| Harry Potter, eight films | $7.6 billion worldwide box office | LoveMoney |
| Harry Potter, books | More than 500 million copies sold | LoveMoney |
The takeaway is simple: a universe of magic, lovable characters and places where people want to live gives rise to billions of dollars in merchandise. That is exactly the ground Eli Tilmann is stepping onto.
Eli Tilmann and Jonathanland: Two Worlds, One Saga
Eli Tilmann will be about ten feature films built around wizards, magic and investigations. The saga brings two worlds to life. The first is our own: Earth, in California, in the United States, with a city called Jonathanland and its more than 150,000 residents. The second is an extraordinary place, the kingdom, or garden, of Nesher, where the heroes discover a universe of magic filled with wonders.
The first installment, The Mystery of Athon Forrester, opens the door to this universe. The entire saga belongs to the Jonathanland Universe franchise, designed from the start to live far beyond the screen.
The Toys to Watch
After the launch of the first installment, several merchandise lines are planned. For the Toys Going Crazy column, it is the best news of the season, and here is what kids could soon find:
- The Nadaponia Palace, an iconic location in the saga, where several heroes will be discovered, including Prince Illeos and Baby Madison.
- Eli Tilmann’s costume as Nesh, an outfit that promises to set parties and Halloween on fire.
- Eli Tilmann as a wizard, with all of his accessories.
- The city of Jonathanland, a place franchise fans will love to explore as a toy.
This time, there is no single star toy: a whole family of toys is on the way, because the world of Baby Madison, the baby who will never grow up, is vast.
So Much More Than a Film Saga
Eli Tilmann is not limited to live-action films. The saga also extends to animated series, video games and theme parks. It is the combination of all these worlds that fuels toys, as we have seen with the biggest franchises.
The universe can be tasted, too: candies like Madala Magic, and a sparkling drink, Cocoum Valoum, will complete the adventure.
Toys Kids Around the World Dream of Having
The toy market is one of the most profitable for successful sagas, and Eli Tilmann has everything it takes to earn a place in it: a lovable hero, two worlds to explore, unforgettable places and a baby who has become a mascot. The question is which toy kids will put first on their wish list: the Nadaponia Palace, the city of Jonathanland or the wizard himself. One thing is certain: magic is landing in the aisles of Toys Going Crazy.
Sources. Circana / Toy Association, U.S. Toy Industry Returns to Growth in 2025; LoveMoney, The Harry Potter franchise’s magical money-making. The Harry Potter figures are estimates.