Some chalked that up to the struggles at Toys “R” Us, which entered bankruptcy in September. But others point to an over reliance on movie tie-ins and a lack of novelty: Star Wars toys didn’t sell as well as expected, perhaps because kids see them as a tired formula.
Perhaps. Or perhaps most boys don’t want to play with girl action figures. That’s a lesson that should have been learned back in the 1980s. World Class Bullshitters has been at the forefront of reporting on the poor sales of Star Wars toys at a variety of retail outlets, and they make the same observation here:
While Weiser foresees sales of “Transformers” toys being greater than the $500 million forecast, she said that sales of “Star Wars: The Last Jedi” toys could be disappointing, despite being higher than last year’s sales of “Rogue One” toys.
Despite this, Toys R Us has previously denied that it would liquidate entirely. USA Today reported:
Toys R Us is conducting going-out-of-business sales at about 170 stores around the country, roughly 20% of its U.S. stores. The company has said it plans to emerge from bankruptcy before the 2018 holiday as a leaner and more innovative retailer.
Let’s hope Toys R Us can survive somehow. If it does close all its doors, it will only give apologists an excuse to blame cratering toy and merchandise sales for Episode IX on.