At forty years old, Star Wars is still ruling the roost when it comes to toy properties. 2016 saw an increase in US Star Wars toy sales on the year prior, with the toy industry as a whole seeing a 5% increase.
Research firm NPD Group said Star Wars sales totaled nearly $760 million in the U.S. alone last year, beating 2015 by $60 million. That made Star Wars the top property in the toy world, based on dollar sales. The perennially popular property has seen resurgent interest thanks to two recent films, 2015’s “Star Wars: The Force Awakens” and last year’s “Rogue One: A Star Wars Story.” Both were released late in the year, during the toy industry’s peak holiday shopping season. And with more films to be released in subsequent years, Star Wars is poised to remain a hot toy property for many years to come.
The LEGO Group’s product range continues to be a significant portion of Star Wars toy sales, as the traditional action figure line from Hasbro becomes less relevant to current consumers. Star Wars is the only licensed theme that has not been put on hiatus since its inception in 1999, demonstrating the property’s longevity.