Star Wars The Force Awakens Toys
Published: December 17, 2015
Star Wars The Force Awakens Toys, Star Wars: The Force Awakens is on track to become one of the most successful movies of all time-which means it will put a universe-sized dent in the business world, too. How much, you ask? Fortune breaks down the numbers for the tickets, toys, and TV ads attached to the latest episode of the franchise.
The newest Star Wars film is expected to be one of the biggest blockbusters in the galaxy. With millions in pre-ticket sales leading up to the movie’s opening on Dec. 18, investors are expecting Star Wars: The Force Awakens to rake in as much as $1.5 billion.
The movie is a big deal for the entertainment industry, which has struggled this year to come up with a major, cross-generational hit (as evidenced by staggeringly low numbers on Memorial Day weekend, a traditional industry stronghold).
It’s also a big deal for the myriad companies licensing the Star Wars brand. (For example, collector’s edition toys have sold at auction houses for thousands.) And, of course, Lucasfilm owner Disney dis , which has seen its stock surge in recent months.
The J.J. Abrams-directed film is expected to post record numbers in term of ticket sales, of course. But it’s also expected to produce impressive figures for everything else it touches. Here’s a Fortune look at how Star Wars: The Force Awakens adds up.
Investors predict the new film will make between $1.5 billion to $2 billion at the global box office. Anything less and it could be deemed a failure by some. Or, at the very least, director Abrams won’t be very happy.
Word is that he’s already pretty stressed out. That’s according to his buddy Steven Spielberg, who knows a thing or two about box office hits. “Those totals would make the film one of the highest-grossing movies of all time, but coming up short would still make it a very high-grossing disappointment,” according to Fortune. “Steven Spielberg-no stranger to blockbuster films himself as well as a friend and mentor to Abrams-told CBS’ 60 Minutes recently that Abrams is ‘terrified’ that The Force Awakens could fail to live up to those expectations.”
Regardless, the flick is on track to make the most of any other Star Wars film. But it’s by no means a shoe-in. The film, Episode VII in the series, could very well be a close call compared with the original, Star Wars Episode IV: A New Hope. “But the film would actually have to make more than $2 billion to top the original 1977 film’s inflation-adjusted box office haul of $2.016 billion, according to research firm Rentrak,” as Fortune explained earlier this week.
Unsurprisingly, there’s a lot of action on the Star Wars toy front. Sales of related products have been tremendous. Those that haven’t lived up to expectations saw significant overhauls ahead of the new film’s release. And then there’s Sphero, the company behind what may end up being the most popular Star Wars toy of the season: BB-8.
In November, Hasbro CEO Brian Goldner discussed the impact of Star Wars on the holiday season, saying that sales will likely be very strong in the days leading up to the film’s release. In fact, there weren’t enough products to go around, he said “Over the past few weeks, we had seen some shortage of products that were selling exceedingly well,” he told Fortune’s David Z. Morris in November. “We will not miss sales in the upcoming weeks and months.”
To help prevent that, Hasbro used retailer data to predict the amount of toys needed to be manufactured. “Through many years of energy and work, we have reduced our supply chain timing, particularly from the Orient, down to just eight weeks,” said Goldner. “[That’s] a major improvement from where we were a decade ago.”
The toy craze kicked off on Sept. 4, a.k.a. “Force Friday,” when some retailers opened at midnight to sell The Force Awakens toys.
“Force Friday provided a phenomenal lift for Star Wars, growing sales by six times its recent average weekly sales,” said Juli Lennett, senior vice president of the U.S. toys division at The NPD Group, in a statement at the time. “About $1 of every $11 for the week was spent on a Star Wars toy.”
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