Hasboro is finding it hard to keep up with the demands of the Star Wars toys and merchandise while stats say that the selling rates will increase.
CEO Brian Goldner of Hasboro was happy to inform the Investor Day gathering that the Star Wars toys are selling off the shelves faster than they expected. The lead toymaker for the movie franchise noted that it is unlike most other licensed merchandise properties.
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Toys and other stuff tied to Star Wars: The Force Awakens hit the shelves about nine weeks ago on Disney’s “Force Friday.” For most other releases the film would be in theatres by now to help stoke consumer enthusiasm.
Goldner said that he’s confident that the demand will remain strong leading up to the movie’s release which is on December 18. Goldner says that it wasn’t about just the single movie. Sequels were already set to come out and there will be more Star Wars entertainment in the next five years than there had been in the past 30 years.
It is like the re-ignition of the whole fan base. It was a noted fact that the collectors were the first to turn up to buy the merchandise. After the release of the movie, the franchise is expected to add an array of a younger fan base to buy the toys as well. The hype that the movies are creating are taking everyone with a stride and every head is turning.
The toys that are generating a world class market is Sphero’s BB-8 toy which is poised to be a breakout star even with its $149 price tag. And Electronic Arts’ Star Wars Battlefront video game, which comes out Tuesday, is poised to be a massive hit this year. Lightsabers will be hot sellers of course, as will action figures of all sizes.
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In total, observers are expecting the film’s gear will become a $1 billion toy brand in U.S. retail alone. As the Associated Press reported, strong demand for the Star Wars property is expected to generate the strongest sales the toy industry has seen in a decade.