Even though Star Wars: The last Jedi has made over a Billion dollars worldwide and was the highest-grossing film of 2017, the tie-in sales, on the other hand, have been poor.
Compared to 2016 with the tie-ins for the Force Awakens, The Last Jedi’s have been surprisingly poor.
According to Gerrick Johnson, BMO Capital Market’s analyst, the market is experiencing a “movie fatigue.”
Bloomberg reported that toy sales diminished big time last year. Bloomberg also notes that Star Wars still remained the top-selling toy during the Holiday 2017 period, but sales fell so much for Disney that the Star Wars brand lost its #1 position of the year.
The main problem they say is due to the film not having any memorable characters. Sure the film had fresh faces like Admiral Holdo, Rose Tico, and DJ, but none of them had as much significance as Rey, Finn, and Poe, who’re all central characters in the sequel trilogy.
No one was clamoring for a DJ Hot toys figure I can tell you that.
Though adult collectors are still purchasing Star Wars items during their initial release, children have shown less interest in the toy line despite the hype of The Force Awakens sequel.
“There are so many screens now; kids aren’t just at the movies,” Johnson said. “A movie doesn’t have the same resonance it used to.”
I’m not going to lie, I’m a huge Star Wars collector. When the first wave of The Last Jedi merch came out, I wasn’t as excited as I was for the Force Awakens stuff.
I wouldn’t be too sad for Disney though, I’m sure they’ll bounce back quick. They have years and years worth of Star Wars tie-ins to come.
STAR WARS THE LAST JEDI is still currently in theaters