• Star Wars Had Record Toy Revenue for Non-Movie Year

      Lucasfilm's "Star Wars" franchise had its highest toy revenue ever for a non-movie year in 2010 and the best toy revenue since "Star Wars: Episode III Revenge of the Sith."

      With sales of more than $510 million last year, "Star Wars" also maintained its position as the bestselling boys toy licence in the U.S. for the third consecutive year, according to Lucasfilm and research firm NPD Group.

      Attachment 24489
      Jessica Hinkle makes final adjustments to the ''Star Wars'' booth lighting behind an 'AT-AT' in Hasbro's Toy Fair showroom at the American International Toy Fair in New York, February 11, 2010. Credit: Reuters/Ray Stubblebine/Hasbro/Handout

      The popularity of animated TV series "Clone Wars" on U.S. cable network Cartoon Network has helped keep the saga in media play, and toy lines from Hasbro and Lego have helped keep long-time and new fans spending.

      Lucasfilm said the brisk sales of toys are also being reflected in demand for licensed products in such categories as publishing, apparel, consumer electronics and housewares. It didn't disclose revenue for all merchandise categories.

      Among last year's merchandise successes is the "Lego Star Wars Visual Dictionary" from DK Publishing, which has spent 56 weeks on top of the New York Times Children's Picture Book Bestseller List.

      "Around the office, our mantra is that 'Star Wars' is forever, and we continue to see that this is true for our loyal fans," said Howard Roffman, president of Lucas Licensing. "We've got a great series on the air, and a whole slate of great products that provide ongoing connection points for our audience. When the canvas is an entire galaxy, there is always more to explore."

      This year, the sci-fi evergreen will see the release of "Star Wars: The Complete Saga" on high-definition Blu-ray, a relaunched Star Tours ride at Walt Disney theme parks, a new Hasbro take on the lightsaber and video games, such as "Lego Star Wars III: The Clone Wars" and "Star Wars: The Old Republic."

      All this will lead up to the return of "Star Wars" to theatres in 2012 with the 3D release of "Star Wars: Episode I The Phantom Menace."

      (Editing by Zorianna Kit)
      Buy the hottest collectibles from: BigBadToyStore.com and BriansToys.com.

      Comments 2 Comments
      1. JediTricks's Avatar
        JediTricks -
        I find it quite disappointing that SW sales are up, yet they raised all the pricing supposedly to compensate for sales being down. As a collector, I don't like being jerked around.
      1. XmasDVD's Avatar
        XmasDVD -
        Come on JediT - Lucas/SW has been jerking fans for years. 'Special' figures in multipacks and 'exclusives' that show up later. It's the way of the FORCE (Force collectors to buy everything)
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