Obi-Wan Kenobi (08 01) - Hasbro - 30th Anniversary Collection (2008)
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Toy Industry News

Star Wars Toys Continue To Be In Demand

Funko and Hasbro both released their earnings reports for the 3rd quarter a short while ago. And things continue to look pretty good for Star Wars toys. After years of dwindling sales Star Wars toys are more in demand again. This trend started in 2019 and The Mandalorian turns out to be one of the key factors behind that new success. Click through for some more info!

Funko POP Mandalorian and The Child / Baby Yoda

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A few days ago Funko presented their Q2 earnings. And things are as expected, Funko’s revenue in Q2 declined by almost 49%. But Star Wars is still a top performer and even bucks the trend! Click through for some more details!

Funko Pop of "The Client"

The only available “The Client” figure

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Hasbro released their numbers for Q2/2020 earlier this week. And while things are mostly as expected, revenue is down by almost 30%, Star Wars bucked the trend! Click through for more!

Happy Star Wars

Let’s be happy!

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Posted in Hasbro, Toy Industry News

After years of growth Funko reported a relatively weak 1st quarter of 2020. Net sales are down 18% compared to Q1/2019 and Funko reported a loss of $5.7 million for the first quarter. The company attributes the decline to the current Covid-19 pandemic that caused lockdowns all around the globe. But Funko’s earnings report also has a few tidbits about Star Wars that are quite interesting! And there is also some news about Hasbro’s Star Wars toyline, and it’s all positive! So click through for a more detailed look at Funko Pops and Star Wars toys in general!

Funko Pop Mandalorian

Funko Pop Mandalorian

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A Look At The 2019 Toy Market And Top Performing Brands

The NPD Group, which tracks toy sales across 13 major markets, released their 2019 toy market numbers a while ago. And while toy sales were down 3% overall across all the tracked markets, it’s not all bad news. One toy supercategory saw very healthy growth even in 2019. Can you guess which one? Click through for the answer!

A Disney Store ar Target

A Disney Store at Target

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BREAKING NEWS: Hasbro And Disney Announce New Licensing Deal!

The wait is finally over, after months and months of speculation Hasbro and Disney finally announced that both companies will extend their partnership and that Hasbro will continue to make toys for both Star Wars and Marvel! This is a multi-year deal and covers both theatrical releases and shows on Disney+!

Not much else is known at the moment, i.e. how much was paid, if royalty rates are more reasonable now or when the new agreement will expire. We will update this article once we learn more!

What are your thoughts now? Are you happy that Hasbro will keep making Star Wars toys (and Marvel Legends, of course)? In my opinion Hasbro was and is still the best partner for Disney. Leave your own thoughts in the comments!

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Target reported yesterday that toy sales for the 2019 holiday season disappointed and didn’t meet expectations. Toy sales were basically flat compared to 2018. Click through for more!

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Hasbro May Have A Bad 4th Quarter

CNN Business released an article about our favorite toymaker and according to CNN Business Hasbro “really, really needs you to buy ‘Frozen 2’ and ‘Star Wars’ toys this holiday season”. While the article goes in detail about Frozen merchandise, which shall not concern us here, it also talks at length about Star Wars toys and lack of sales and why it really needs to change this holiday season. So click through to learn more about what a toy industry analyst from BMO Capital Markets thinks about the state of Star Wars toys, the challenges this holiday season and why Baby Yoda could be a huge help!

Baby Yoda

Hasbro’s hope?

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No Tariffs On Toys Made In China For Now

The Trump Administration has announced to suspend the planned tariffs for “list 4” goods made in China – at least for the time being. Tariffs would have been 25% and “List 4” goods would have included toys and video games (including consoles). Several representatives of the toy industry made trips to Washington in recent times in order to change the opinion of President Trump. It seems to have worked for now. So fans of action figures or video games and consoles can relax a bit. Star Wars action figures will not get more expensive any time soon, or at least not because of tariffs.
Read the full story on io9.

Made in China label

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USAopoly Strikes A Star Wars License Deal With Disney

USAopoly, a board game company that, among other things, makes licensed Game of Thrones games  such as a chess set, Risk or a GoT themed Clue game, has struck a license deal with Disney Consumer Products UK. USAopoly will release several new Star Wars board and tabletop games, and their first release will be a light strategy tabletop game. USAopoly only has the license for Europe, Africa and the Middle East, which probably means Hasbro still has the exclusive license to make Star Wars themed board games such as Escape from Death Star in the US and elsewhere. Still, it’s interesting to see that Disney is diversifying their Star Wars licensees, especially in light of the Star Wars master license which will expire in late 2020. Are you interested in Star Wars board games and is that something you look forward to? Unfortunately, anyone in the US will have to import these new games by USAopoly from Europe.

USAopoly logo

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Hasbro Financial Results For The 1st Quarter Of 2019

Hasbro released their numbers for the 1st quarter of 2019 and overall the quarter was alright for the company. Hasbro reported revenues of $732.5 million and net earnings of $26.7 million. But what about Star Wars? Click through for more info!

Hasbro

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LEGO Reports Strong 2018 Numbers, With Star Wars A Top Seller

Today LEGO released its annual report for 2018. And while 2017 was not a good year for the Danish company, 2018 saw LEGO back on track. LEGO could buck the overall trend in the toy industry, which shrank in several key markets around the globe, and both market share and revenue grew in 2018. Much of this growth came from the Chinese Toy Market, but LEGO also grew in the USA and Western Europe. Revenue was up 4% in 2018, to 36.4 billion DKK (about 5.5 billion USD). The operating profit of 10.8 billion DKK ($1.65 billion USD) was also up 4%. It seems LEGO managed to deal much better with TRU’s demise, in contrast to Hasbro or Mattel. What is of special interest to Star Wars fans is that LEGO named these themes as their top sellers in 2018 (in no particular order): LEGO City, LEGO Technic, LEGO Star Wars, LEGO Friends and LEGO NINJAGO. Now that doesn’t necessarily mean that Star Wars grew in 2018, but it was most certainly still a top performing theme for LEGO! With these numbers LEGO easily outperformed Hasbro in 2018.

Lego Emmet, Wyldfire and Batman

Everything is awesome!

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Diamond Select Toys To Buy Several Key Gentle Giant Assets

Diamond Select Toys is about to finalize the purchase of several Gentle Giant assets. DST will take on all the existing licensed toylines, they will also take over manufacturing and distribution for most of Gentle Giant’s lines. Gentle Giant’s collector club will continue operations. You can read more details about the deal on the official Gentle Giant Ltd. website!

Diamond Select and Gentle Giant

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Hasbro's Full Year And Fourth Quarter 2018 Financial Results

Earlier today Hasbro released their numbers for Q4/2018 and the full year 2018. The results are not great. Hasbro faced some serious headwind in the past year. Click through for all the relevant numbers and results!

Rose Tico crying

Rose has just read Hasbro’s 2018 financial report

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Disney Q1 2019 Earnings

Earlier today Disney released their Q1 2019 numbers. Disney’s fiscal year begins at the end of September, so their Q1 2019 numbers are actually for the 2018 holiday season. I will just make this quick, no detailed charts etc since Hasbro is due to release their numbers this Friday and I will go more in depth here. Star Wars was brought up in the Disney earnings report and please click through for the details. And yes, it’s always the darkest just before dawn.

Rey in The Last Jedi

Rey’s tears have not run dry yet

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Good news everyone! Despite the absence of Toys R Us and what some analysts feared would lead to a double digit decline in toy sales in the USA, the toy market in the USA merely saw a decline of 2% in 2018. According to the NPD Group the toy market in the USA was 21.6 billion USD in 2018, in 2017 sales were somewhat higher with 22 billion USD. But it’s getting even better! Action figure sales were up 10% in 2018! What, you have a frowny face? Why is that? You want to know about Star Wars? Well, click through to learn some more!

Professor Farnsworth with good news

That moment you suspect the ‘good news’ is actually bad news

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How Popular Is Star Wars Among Kids In Europe?

The Kids License Monitor is released every three months and gives insight into the popularity of licensed toys among kids in three European core markets: the UK, France and Germany. These three countries are also the core legacy markets for Star Wars in Europe, where Star Wars has always been very popular. JTA had an article about the previous License Monitor. But now the report for the fourth quarter of 2018 has been released. Time to look at how and if things have changed. Where does Star Wars rank among kids aged 4-12 in the UK, France and Germany? Click through for more details!

Kids with Star Wars toys

What Disney execs dream of at night

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UK Toy Sales Down 7% In 2018. USA Down Too.

The NPD Group released some numbers for the UK toy market in 2018. And things are quite disappointing. Year on year the toy market in the UK shrank by 7%. According to the NPD Group the toy markets in the USA, France, Spain and Australia also saw a decline. Click through for some more details!

Update: article updated with more data and charts for better visualization.

Toys R Us empty shelves

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Hasbro Is Struggling?

While we are still a few weeks away before Hasbro will release their numbers for the 4th quarter and full year there are already some early numbers and estimates that paint a rather grim picture for Hasbro, especially when it comes to action figures and here especially Star Wars. Click through for some very interesting numbers that may be reason for concern.

Hasbro logo

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The Possible Future Of The Star Wars License

US toy company Mattel suffered quite a loss earlier this week. Warner Brothers decided not to extend the DC Comics boys’ action toys license with Mattel and instead gave the license to Canadian toy manufacturer Spin Master, beginning in 2020. Spin Master is a much smaller company compared to Mattel, their revenue in 2017 was 1.55 billion USD compared to Mattel’s 4.88 billion USD (Hasbro made 5.21 billion USD). You may know Spin Master from toys such as Air Hogs (there were a few Star Wars Air Hogs) and the more recent Hatchimals. Now, why exactly is Mattel losing most of its DC Comics license news on a Star Wars website? Let’s click through for a discussion and also for some speculation!

Batman and Batmobile

Batman on a Star Wars website. Because he’s Batman.

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Popularity Of Star Wars Toys Among Kids In Europe

Each quarter the iconkids & youth GmbH publishes its “Kid’s License Monitor” in Europe, which monitors the popularity of various toy licenses in three of the European key toy markets: the UK, France and Germany. Kids ages 4-12 are the target of this survey. So, how much do they like Star Wars toys? Click through to find out!

Kids play with Star Wars toys

Boys and Star Wars toys

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Star Wars Action Figures Struggling At Retail?

A recent article on Seeking Alpha shows a somewhat disturbing trend. Several national buyers of key retailers across several international markets were asked how Star Wars action figures rank in their sales statistics. And the results should be cause for concern for Hasbro and Disney. Click through for more details!

Hasbro logo

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How Would Trade Tariffs Affect Star Wars Toys?

The USA and China are currently engaged in a trade war, it’s not the taxation of trade routes to outlying star systems that is in question, the US administration is of the opinion that China is taking unfair advantage of free trade, so more and more imported goods from China are subject to trade tariffs. What would happen should the US administration impose a 25% tariff on virtually anything produced in China? Including toys? How would and could Hasbro react? What effects would consumers feel and what scenarios are there? Click through for details!

President Trump meets Xi Jinping in China

President Trump meeting Xi Jinping in China in 2017

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The Cost Of Hasbro’s Star Wars License

Whenever you want to make a Star Wars toy, you need to have a license. This should be pretty common knowledge. Lucasfilm and Disney protect their intellectual property and whoever wants to make anything based on Star Wars needs a licensing agreement. Now, these agreements are usually secret, other than some very basic facts, no specific details are released, so it’s usually very difficult to know how much money is involved.
While digging through the internet I was able to find a (somewhat redacted) licensing agreement between Hasbro and Lucasfilm from October 1997, an agreement that was extended several times in the meantime until 2020. And while redacted, it is still very informative, so informative that I think anyone should click through now to read all the details and to finally find out how much Hasbro is paying for that Star Wars license! You may be very surprised. Also, a very interesting question will be answered: who actually owns anything Hasbro makes? So, click through for everything you need to know about Hasbro’s Star Wars license!

Mickey Mouse and Rich Pennybags

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Star Wars Is The Number 3 Toy Property Worldwide

While the retail apocalypse is a much discussed topic, with the disappearance of TRU in the USA and UK the most memorable blow to brick and mortar toy retailers in the past few months, the toy market still saw very strong growth in the first half of 2018 in most markets, including the USA which posted really strong numbers. And one of the leading trends of the global toy market? It’s collectables and youth electronics! How did action figures fare? And where exactly is Star Wars? It used to be the number 1 toy property worldwide not so long ago. But not anymore. Click through for more details!

LOL Surprose

The Number 1 Toy Property Worldwide

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