Still, if SpacePop can do $20 million or more, wholesale, it bumps GNUS's revenue up substantially. I think Andy mentioned the stuff would be in more stores than just Toys R Us. Also, the merchandise will act as advertising, driving girls to get their friends watching SpacePop, who go and buy the merchandise.
Does Andy ever mention the advertising budgets that went into making those brands? My guess is 10s of millions. I don't see that happening here but the competition surely is spending like that.
You are right on the shelf. It is just a filing on what could happen. Just like my comment on shorting. If a big player wants to make money they just start shorting it and then cover at lower price. Given low share count it is easy to manipulate.