I keep reading that pun more and more these days.
Back in February, Chief Executive Brian Goldner from Hasbro was quoted as saying:
He was also quoted as saying:
But now, Goldner would like to list for you, all the reasons that Star Wars toys haven’t been selling.
Chief Executive Officer Brian Goldner says the company made an error by releasing toys too far ahead of the franchise’s most recent movie, “The Last Jedi.” That contributed to disappointing sales of the products during the holidays — a season that was already hurt by the bankruptcy of Toys “R” Us Inc.
“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.”
So the excuses so far are:
- Releasing toys too early
- Toys R Us bankruptcy
- Other toys hitting the market
- An array of entertainment initiatives coming to market
It’s a good thing Star Wars toys never had to compete with G.I. Joe, transformers, or He-Man.
The article continues:
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 of Star Wars toys unexpectedly declined last year.
So we also have:
5. Not the first film in a trilogy
6. Other toylines did poorly too
Note how “the movie sucks” doesn’t make the list. Either does, “normal people don’t respond to Bolshevik marketing.”
Good luck with that.
But not to worry Hasbro, as the wise sage Rian Johnson tells us, “Myths are not made to sell action figures.”