Star Wars tops US toy charts with $700m revenue in 2015

The NPD Group has revealed that Star Wars led the US toy market to a 6.7 per cent growth following the launch of the franchise's toys on Force Friday.
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Star Wars stormed to the top of the toy charts last year, having generated more than $700 million in sales in the US.

Products inspired by the December 2015 cinematic release Star Wars: The Force Awakens rocketed to the number one property spot in the toy industry through the year.

Sales of toys such as Kylo ren lightsabers, BB-8 Droids and models of the Millenium Falcon outperformed those of products related to movie franchises Jurassic World, Minions and Avengers combined, according to the latest results from NPD Group.

Last year, US toy sales rose 6.7 per cent to $19.4 billion as Star Wars led the industry to one of the strongest performances for toy sales in years.

Hype around the launch of the first wave of Star Wars: The Force Awakens toy line reached fever pitch across the US with the build up to September 4th, 2015’s Force Friday event.

“With the early release of Star Wars toys on Force Friday, Star Wars managed to become the number one property for the year,” said NPD.

Toymakers Hasbro and Mattel are some of the biggest licensees of Star Wars products. The second wave of Star Wars: The Force Awakens toys was detailed earlier this month.

Following an online campaign conducted by Star Wars across the globe calling for a greater presence of the film’s lead character Rey among the toy line, Hasbro and Disney revealed that she will be a major player in the newest product collection.

Disney said that it had kept some Rey products under wraps to prevent revealing key plot points before the movie’s release, but that it had also underestimated the character’s popularity.

Paul Southern, head of Star Wars licensing in Disney’s consumer products division, said: “Rey came in with a huge amount of momentum and ultimately above what we were expecting.

“We really struggled to keep Rey on retail shelves.”

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