US: Star Wars Toys are #1 for Boys

Published on 02-10-2012 03:38 PM

2 Comments

Star Wars has been ranked as the number one toy property and number one toy licence for boys aged six and up for 2011 in the US, according to NPD.

In addition, the property was also the number two licensed toy property overall for the year.

Lines from both Lego and Hasbro continue to perform well in the toy aisles, while the brand's publishing programme also remains healthy; 15 books have become New York Times bestsellers - twice as many as in 2010 - holding positions for 47 weeks on the list.

In addition to consumer products, other brand highlights for the year included the debut of the Star Wars Saga in a Blu-ray box set, plus the launch of Star Wars: The Old Republic from Bioware. Just a month after launch, the multiplayer game had an online audience of more than 1.7 million subscribers.

Meanwhile, 2012 will see the release of the first film - Star Wars: Episode 1 The Phantom Menace - in 3D.

"Star Wars now spans three decades and has become cross-generational, family entertainment," said Paul Southern, VP, Lucasfilm Licensing and Consumer Products. "The fact that Star Wars allows for so many different audiences to connect with the brand, while remaining true to the spirit of what George Lucas tapped into with the very first movie, is continued proof that the appeal of Star Wars is universal and timeless."

via Licensing.biz

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2 Comments

JediTricks - 02-10-2012
- Reply
That's quite surprising, #1 boys property, #2 overall property; it seemed like an off year for the shelves and yet it did that well. It still surprises me to see Lego mentioned in these, they don't have that many sets each year, and they get more and more elaborate and expensive.

nohagent - 02-11-2012
- Reply
I have the exact same observations. And Lego? Wow, there must be a slew of "Rich People" out there buying this stuff up for the kiddies. Must be family members of our political parties or something.

Originally Posted by JediTricks

That's quite surprising, #1 boys property, #2 overall property; it seemed like an off year for the shelves and yet it did that well. It still surprises me to see Lego mentioned in these, they don't have that many sets each year, and they get more and more elaborate and expensive.