In January, a relaunched Star Wars comic book from Marvel sold almost a million units (remember, Disney owns Marvel, too). That’s only about, oh, 25 times more than the final Star Wars issue published by Dark Horse Comics a mere seven months prior. And then along came Force Friday.
The rollout of more than 100 new Star Wars toys was a cultural phenomenon, with a huge bottom line. Toy sales between Force Friday and the end of the year should reach $2 billion in retail sales. At an approximate $1 billion wholesale, and with Disney’s estimated royalty rate of 15 percent, that’s a lot of cheddar for the Mouse.
“For just toys, just through the end of this year, $150 million in royalties to Disney is a massive number,” says Marc Mostman, a partner at Striker Entertainment, an entertainment-focused licensing and merchandising agency. “This is a beast. I can’t wait to see where else it will go.”
Marty Brochstein, a senior VP at LIMA, the global trade organization for companies in the licensing business, says Force Friday was but a breeze in the forthcoming Star Wars merchandising windfall.
“Force Friday was unprecedented,” he says. “Think about this: This was a promotion, for the launch of a product line, not the movie! And it was brilliant. But what that did was focus the attention of the collectors. The more traditional merchandise rush is four to six weeks before the movie, where the mainstream really comes in. The casual fan or the child who really doesn’t know Star Wars yet is just starting to buy the merchandise in the stores.”