An Expected Drop in Star Wars Toy Sales

As I wrote previously, there’s more to indicate a waning interest in Star Wars than both domestic and international box office.  We can look at toy and merchandise sales, which dropped by 47% at the last report.

I’ve also pointed out multiple videos on YouTube showing Star Wars merchandise sitting on store shelves, simply not selling. Even worse, some of the videos show brand new action figures being clearanced for a dollar only matter of weeks after the release of the 2nd film in the franchise’s Sequel Trilogy.

I also wrote previously how Disney’s Bolshevik marketing and focus on pushing feminism in Star Wars, may likely be driving boys away from the franchise, much like it did with the He-Man and Masters of the Universe franchise decades ago.

Now, there is further confirmation.

The first story is by Paul Ziobro and Cara Lombardo of The Wall Street Journal.  They write:

“Hasbro Inc. posted an unexpected drop in fourth-quarter revenue as sales of Star Wars-related toys fell, slowing down after three straight years of new releases for the franchise.”

How could one be aware of the information I laid out previously, and still consider the drop to be “unexpected?”

“In addition to disappointing Star Wars sales, Chief Executive Brian Goldner blamed the shortfall on weakness in Europe and disruption from the Toys “R” Us Inc. bankruptcy.”

Apparently, Toys “R” Us is the only store selling Star Wars toys.

“Mr. Goldner noted that the intergalactic series’ return in 2015 came with pent-up demand and a long window ahead of the movie’s release to sell toys. The latest installment, “The Last Jedi,” however, didn’t hit U.S. theaters until Dec. 15, and toys sales didn’t pick up until then.”

Yeah, who’s ever bought Star Wars toys shortly before Christmas?  That’s totally unheard of.

MinistryofInformation

“I don’t see it as Star Wars fatigue,” Mr. Goldner said. “I feel like there’s great vitality in Star Wars.”

Sarah Whitten of CNBC confirms this in her report:

The force was not with Hasbro during the holidays.

The toymaker said Wednesday that sales of “Star Wars” and “Frozen” toys lagged during the fourth quarter.

“Overall consumer demand slowed in November and December both for the industry and for Hasbro,” CEO Brian Goldner said in a statement. “A decline in Partner Brands and Europe revenues resulted in us not meeting our fourth quarter revenue expectations.”

So overall consumer demand slowed in November and December, despite a new film released to theaters in December.  One might think that a new film would increase demand.  Learning from the past rather than letting it die makes this drop quite expected indeed.

“Hasbro expects to see a pickup in sales of toys tied to “The Last Jedi” as the film becomes available to the public on home video.”

It will be interesting to see how that prediction fares.

star-wars-last-jedi-vice-admiral-holdo-funko-pop-vinyl-figure-popcultcha.1512685923

Not even electronic scolding action can sell this crap.

Thanks to World Class Bullshitters who recently commented on these articles, which brought them to my attention:

32 thoughts on “An Expected Drop in Star Wars Toy Sales

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