Who is still buying STAR WARS toys?
Apparently, the lackluster prequel trilogy did its job after all. Ever since Kenner Toys turned the Wookie planet Yavin IV into the Ewoks’ home to up the cute factor in RETURN OF THE JEDI, the business of STAR WARS has been toys…the films merely a means to an end.
The Lucas empire raked in more than 510 million dollars in toy sales last year – record annual revenue for a year that did not have a STAR WARS movie in theaters. Somewhere in a galaxy far, far away…Jar Jar Binks is shouting, “Wesa going to the bank!”
STAR WARS toys remained the bestselling (nerds) boys toy license in the U.S. for the third consecutive year. The animated series Clone Wars on Cartoon Network and the bestselling book Lego Star Wars Visual Dictionary have helped keep STAR WARS on the map and in the public consciousness. From Toys ‘R’ Us to ThinkGeek.com, STAR WARS has a hold on geek consumers like Vader doing the death grip on Jace Dallin.
As a plastic toy, STAR WARS is more relevant than ever; as a soulful sci-fi epic, it’s lost in space.
Source Hollywood Reporter
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