Even though The Last Jedi was 2017’s biggest movie event, Star Wars toy sales were down when compared to last year. Ever since 1977, merchandising has been a key aspect of the franchise – evolving from Kenner’s empty box campaign to the Force Friday events that take place today. With the property’s colorful collection of characters and otherworldly setting, there is no shortage of ideas for toys. Action figures, collectibles, and other products are frequently top sellers, especially when fans are eagerly counting down the days until the next film comes out.
Lucasfilm’s licensing partners are always striving to push the envelope. This past ...
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