Earlier this week Hasbro released their numbers for Q2/2021. The report is mostly the usual stuff, and as usual Hasbro doesn’t mention specifics when it comes to Star Wars. All they say is this about their Partner Brands (Hasbro lingo for their licensed toys):
Growth in the quarter led by Hasbro products for Marvel, Lucasfilm’s Star Wars, Disney Princess and Beyblade.
Combined sales for the Partner Brands in Q2/2021 was $212 million, compared to $138.3 million in Q2/2020. Which is 53% more. And to remind you: 2020 already saw 70% growth for the Star Wars brand, and sales continue to grow in 2021. So Hasbro is back on track after 2017/18/19.
And despite the general feeling by hardcore collectors that no one can ever buy anything because everything is always sold out within seconds or that there’s just dust on the shelves people out there still manage to buy Star Wars toys. Of course this also includes plush Baby Yodas and lightsabers, Hasbro doesn’t just make action figures. But given the extremely high number of exclusives for the action figure lines chances are very high that Hasbro also sells a lot more action figures again. Retailers wouldn’t ask for exclusives otherwise. So while hardcore collectors may question the direction Hasbro has been taking recently – me included – it’s evident that from a pure business point of view Hasbro is doing things right and that things look much better now again. And much of that can be attributed to The Mandalorian.
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