Since Disney released Star Wars The Force Awakens, Star Wars toys have been the biggest kids on the block. They have reigned supreme at Walmarts and Toys R’ Us’ around the world. Now a new report from the website Bloomberg, is giving us a look at what might be the norm for toy aisles for the next few years.
Toymakers betting big on movie tie-ins are losing out. For the first time in a few years Star Wars was not number one on the top toy list for the year. Even with a new Star Wars film, Star Wars toys finished in second place in 2017. It did however win out the nine week Christmas holiday time frame, but just couldn’t win the whole year.
Call it “Star Wars” burnout, or better yet “movie fatigue,” said Gerrick Johnson, an analyst for BMO Capital Markets. Hollywood and toymakers have fixated on toy-friendly films at a time when kids are increasingly turning to YouTube, Netflix and social media for entertainment.
The site points out that adult collectors are still buying Star Wars items, but kids are losing interest. Lucasfilm released Star Wars: The Last Jedi this year, but some in the industry think that the film didn’t feature enough new characters to justify the sales. “U.S. sales of the brand’s toys slowed in late 2017, Drew Crum, an analyst for Stifel Nicolaus & Co., wrote in a note to clients last week. This was despite “Last Jedi” being the top-grossing film released in the U.S. last year at $596 million.”
Another issue that has hurt sales was Toys R’ Us’ plan to file for bankruptcy. Toys R’ Us represents about 15% of the market, so this news may caused some consumer heartburn.
Ultimately the answer for increased sales may come down to simple marketing. Toymakers should look to 2017 as a lesson of the importance of marketing. Just because a movie has a toy tie-in, doesn’t mean it is as good as sold as it hits the shelf, especially if no one knows about the toys.
“There is a new paradigm,” Johnson said. “Just because there is a movie with a toy tie-in doesn’t necessarily mean it’s going to work. It used to mean it would work.”
What are your thoughts? Do you collect Star Wars toys? Do you buy them for your kids? Leave your thoughts in the appropriate places…
Hasbro Admits Mistakes with The Last Jedi Toy Releases
Hasbro Chief Executive Officer Brian Goldner was recently interviewed by Bloomberg (courtesy of MSN), and talked about some of the failures of Star Wars: The Last Jedi toy sales. In the interview, Goldner admitted that releasing the product to far in advance of the film’s release, may have played a major part in slow sales. Check out a snippet from the article below.
“The fact that we began to merchandise the film in September and the film came out in December was just too long a period of time to sustain retail interest,” Goldner, 54, said in an interview. It didn’t help that lots of other toys were hitting around the same time, he said, “with an array of entertainment initiatives coming to market.”
With The Last Jedi rollout, Hasbro and Walt Disney Co. had hoped to duplicate the success of 2015’s The Force Awakens. In both cases, they debuted toys in September — about three months before the movie reached theaters.
But when The Force Awakens came out, there was pent-up demand for all things Star Wars. It was the first film in a new trilogy, and fans lined up at midnight to snag action figures and lightsabers.
That strategy backfired in 2017 for The Last Jedi, the eighth episode in the saga. Hardcore fans still came out in September, but the momentum quickly faded. Sales ofStar Wars toys unexpectedly declined last year.
Hasbro’s overall revenue fell 2 percent in the fourth quarter, and its shares have lost 7.8 percent of their value this year.
Hasbro isn’t the only company that had a tough holiday season. Mattel Inc. saw sales plummet 12 percent in the fourth quarter — with girls’ toys, other than Barbie, performing especially badly.
Collectors and fans of every kind appreciate the eye for quality that can be found in Hasbro toys and collectibles. That’s why we at Entertainment Earth are proud of the selection of Hasbro products that we bring you every day. As one of the premier toy makers of all time, their toy lines have only gotten better over the years. If you’re looking for Star Wars, Transformers, or Marvel, you’ll find a great selection of Hasbro action figures right here. And if action figures aren’t your thing, then don’t worry, because that’s just the beginning of what Hasbro has to offer. This is one company that considers everyone their audience. From the greatest board games to some of the world’s favorite Hasbro dolls, including the Baby Alive line, we’ve assembled a great selection.
Bandai Hobby Star Wars 1/144 Death Star Attack Model Kit Coming Soon
Bandai is set to release an all new model kit in July based on the iconic Death Star trench scene from Star Wars: A New Hope. The upcoming model kit will cost you $39.99 when it hits stores, thanks to Bluefin distribution. Check out the details, along with several promotional photos of the upcoming kit below.
Recreate the iconic Death Star trench run from Star Wars: A New Hope!
This 1/144 model set comes with a partial cut away section of the Death Star Trench including one X-Wing which has marking options for Red 5, Red 3, and Red 2.
- X-Wing is 3.4 inches (8.6cm)
- Trench is 9 inches (22.9cm)
- 1/144 scale
- From Star Wars: A New Hope
- Includes different marking options
Bandai has become the leading toy company of Japan. The company holds many popular toy licenses in Japan, including Godzilla, Ultraman, Kamen Rider, the Super Sentai series (which they took part in creating), Gundam, and many others. Bandai America is the manufacturer and master toy licensee of some of the most popular brands in children’s toys and entertainment today, including Power Rangers, Ben 10, Dragon Ball Z, Digimon, Tamagotchi, and Girlz Connect.
GALLERY – LEGO Brickheadz – Captain Phasma (41486)
This LEGO® BrickHeadz construction character featuring Captain Phasma™ is fun to build using colorful LEGO bricks that recreate all of her iconic details from the blockbuster Star Wars: The Force Awakens movie, including Stormtrooper armor, helmet and a buildable cape. She also has a detachable blaster pistol and stands on a buildable collector’s baseplate with BrickHeadz icon for easy display in your home, office or anywhere you like.
LEGO Brickheadz – Captain Phasma
Original Retail: $9.99
UPC Number: 6 73419 28689 3
Build Instructions: PDF
The buildable LEGO® BrickHeadz construction character featuring Captain Phasma™ has authentic details from the blockbuster Star Wars: The Force Awakens movie, including iconic First Order Stormtrooper armor and helmet, buildable cape and a detachable blaster pistol.
Each LEGO® BrickHeadz construction character comes with its own buildable collector’s baseplate.
Baseplate measures over 1” (4cm) square and under 1” (1cm) high.