Sphero is dropping out of the licensed toy market after decline in Disney range uptake

Sphero has indicated that it will dropping out of the licensed product market with confirmation that it is clearing out its remaining licensed inventory and won’t be restocking supply.

The firm’s CEO Paul Berberian has detailed the company’s plans to end the production of lines such as BB-8, R2-D2, Lightning McQueen cars or talking Spider-Man.

According to The Verge, the listings for all the toys list them as ‘legacy products’ that are no longer in production. App support will continue for “at least two years, if not longer,” said Berberian.

The CEO has stated that while the Disney partnership lasted three years, its licensed toys business required ‘more resources than it was worth.’ The toys reportedly sold well when released with a movie, but interest waned over time as the movie became more distant.

The company still sold ‘millions’ of BB-8s but company data has suggested that the toys weren’t used much after initial play time.

“When you launch a toy, your first year’s your biggest,” he said. “Your second year’s way smaller and your third year gets really tiny.”

However, Berberian has stated that of the company’s non-licensed educational robots, the opposite is true.

The company is now focusing on building out its educational ecosystem with a particular interest in getting more products into schools. The firm has also recently released a programmable robot with LED lights and acquired Specdrums.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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