It looks like Disney is getting their money’s worth since their acquisition of Star Wars in 2012, but probably not in the way they expected. Action figures and apparel aside, lightsabers have emerged as the top seller, with 10 million sold during the course of just one year.
The range is from something as small as keychains all the way up to high-end collectibles. It’s likely that the numbers will only increase with the premiere of Star Wars Rebels this fall, as well as with the growing anticipation for the release of Episode VII on December 18, 2015.
According to Josh Silverman, executive VP of global licensing at Disney Consumer Products, the plan going forward is to expand Star Wars licensing to foreign markets, while Lucasfilm’s focus was mainly on North America.
“The Lucas licensing team has done a fantastic time all these years,” Silverman said. “I have nothing but love and respect for them.”
But by integrating the “Star Wars” team inside DCP, “there’s much more we can do,” Silverman says, especially with toys. “International is extremely fertile,” he added.
Later this year, in August and through September, new products from Hasbro and LEGO will begin to hit store shelves – just in time for the premiere of Rebels.
“We haven’t had a new show in many years, Silverman said, “We’re just scratching the surface of what we can do with ‘Star Wars.’ It’s an exciting time to be or become a ‘Star Wars’ fan.’”
Source: VarietyPowered by Sidelines