Star Wars Force Is Strong for the Toy IndustryWalt Disney's Star Wars franchise fueled demand for toys again in 2016, helping the industry post a big 5% increase in sales that outperformed the broader retail sector.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.That's good news for retailers like Walmart (wmt) and Target (tgt), which have each moved to stock more toys on their shelves, as well as the world's largest toy specialty seller Toys 'R' Us.
The popularity of Star Wars is also a big boost to manufacturer Hasbro (has), which has some of the key licenses for the property.The toy industry's sales increase in 2016 puts total retail sales at $20.4 billion, NPD said. That percent change was slower than 2015's 7% increase, but builds on several years of success for the industry. Gains were broad in 2016: sales for games/puzzles, dolls, and outdoor and sports toys were all in the double digits. There were also increases for electronics and preschool toys.Other properties that generated strong sales last year include Pokémon—which saw a resurgence of interest after the launch of the popular mobile game Pokémon GO, as well as toys that were associated with popular films including "Trolls," "Batman v Superman" and "Finding Dory."Those broad increases also bode well for Barbie and Fisher Price maker Mattel (mat) and Danish-based construction toy maker Lego. Fourth-quarter results haven't yet been issued by Mattel and Hasbro."The toy industry is continuing on the strong and steady path of success it has paved for itself over the last few years," said Juli Lennett, senior vice president and U.S. toys industry analyst at NPD.
Big toy makers like Mattel and Hasbro had initially struggled with how to best apply technology to their brands, releasing an initial wave of tech-infused toys for brands like Monopoly and Fisher Price which failed to generate buzz. But toy makers have gotten more savvy about when to add technology and when to let a toy just be, well, a physical toy. Mattel has been especially aggressive in working with outside partners to add tech to toys like Barbie, adding interactive capabilities to the doll and her dreamhouse in recent years. Tech has become so important that Mattel tapped Google (goog) Americas President Margaret "Margo" Georgiadis to serve as the company's next CEO.While the industry is in a position of strength, NPD cautioned more work could be done. It pointed out that holiday sales were stacked to the final week before Christmas and also during the promotional period around the Thanksgiving/Black Friday/Cyber Monday period. But there was a downturn in sales during the first three weeks of December—and NPD thinks that's a problem."
The online channel continues to grow at the expense of brick-and-mortar, and the toy industry needs to address how to make up for the volumes tied to in-store impulse purchases – an important sales generator," said Lennett.All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website. Quotes delayed at least 15 minutes. Market data provided by Interactive Data. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. Powered and implemented by Interactive Data Managed SolutionsDisney and Lucasfilm have completed their amusing four-episode series of "Go Rogue" toy rollout videos featuring the new action figures, collectible statues, die-cast spaceships, POP! Vinyls and Lego play sets for Rogue One: A Star Wars Story by Mattel, Hasbro, Funko and more . This fourth and final installment utilizes the majority of the fresh line of Lego mini-figs and building sets to re-enact the Rebels' daring escape from the clutches of Director Krennic and his Imperial stormtrooper squads aboard the Death Star.
The Star Wars YouTube channel and creative network Tongal launched their "Go Rogue" global competition on Sept. 30, nudging faithful Star Wars fans to create and share their own “Rogue Stories” via brief video clips with a chance to score a dream trip to tour Lucasfilm HQ in San Francisco, attend a Rogue One sneak peek screening and even have their mirthful mini-movies splashed across the silver screen. Support the rebellion and check out this latest and last chapter of the Star Wars "Go Rogue" campaign videos, then catch up on the other three stop-motion microworks below. “These fan-created shorts are a tribute to the incredible content that the Star Wars community posts online every day,” said Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media. “The Go Rogue campaign was designed with Star Wars fans in mind – we want them to be front and center in the run up to ‘Rogue One’ by imagining and creating their own "Rogue Stories.”
Here's the official contest description: CREATE YOUR OWN 2-MINUTE ROGUE ONE-INSPIRED VIDEO FOR THE CHANCE TO WIN A TRIP TO LUCASFILM IN SAN FRANCISCO TO ATTEND A SCREENING OF ‘ROGUE ONE: A STAR WARS STORY’ AND SEE YOUR VIDEO ON THE BIG SCREEN! LINKS TO FULL RULES, DO'S AND DON'TS, AND THE ASSET PACK ARE AVAILABLE BELOW. SUBMISSIONS FOR ENTRANTS 13-17 AND FOR ENTRANTS 18+ ARE OPEN FROM SEPTEMBER 30 THROUGH OCTOBER 21, 2016.Bad Santa promised boy a £400 Lego Star Wars toy, claims furious mum A MUM who took her seven-year-old to a grotto was shocked when Santa promised her son a toy costing £400. SWNSLinda Belnik, 35, and Joshua, seven, say the shopping-centre Santa talked enthusiastically about getting him a Star Wars Death Star Lego set. They claim he said: “See this white phone? I will call the elves now and get them to make it for you.” Linda said: “I couldn’t believe he’d promised such an expensive toy. Santas usually tell kids they’ll see what they can do, not promise anything.
“I had made the decision he would not be getting the set as it costs so much. It’s put me in a really awkward position.” Linda did not cause a scene because she did not want to ruin the image of Christmas for Joshua and her five-year-old twins, Jasmine and Jasper. Linda added: “Santa has no idea what anyone’s financial situation is. It sets kids up for disappointment if parents can’t afford it. The best Christmas TV specials Christmas TV 2016: The best TV to watch this December, from Doctor Who to Call the Midwife & one off drama To Walk Invisible. The best Christmas TV for 2016 “I had already told Joshua he is not getting the present, so that’s it’s even more upsetting as he now truly believes he is. He’s walking around saying Santa said he will get the toy.” I couldn’t believe he’d promised such an expensive toy Linda complained to managers at Westfield shopping centre in White City, west London, after getting home. As a gesture of goodwill, Westfield offered a free ice-skating package for the family.