US: Star Wars continues hold over boys' market

New figures from NPD show Star Wars continuing its dominance of the boys' market in the US.
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NPD's latest stats show 2010 was saga's biggest toy sales year since Episode III.

With sales of more than $510 million in 2010, Star Wars has maintained its position as the best selling boys toy licence in the US for the third year in a row.

The figures from NPD Group show that 2010 was the saga's biggest toy sales year since the release of Star Wars: Episode III Revenge of the Sith. It was also its most successful year ever without the support of a global theatrical event.

Sales were driven by the continued success of the Clone Wars animated series, plus major toy lines from Hasbro and Lego.

"Around the office, our mantra is that Star Wars is forever, and we continue to see that this is true for our loyal fans," explained Howard Roffman, president of Lucas Licensing. "We've got a great series on 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."

Key products coming up in 2011 include Star Wars: The Complete Saga in Blu-ray, a new theme park adventure, an addition to Star Wars role play with Hasbro's latest iteration of the lightsabre, plus a full slate of video games, including Lego Star Wars III: The Clone Wars and Star Wars: The Old Republic.

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