The Force Still Strong With Star Wars Toys, Sales Data Shows

The Force is definitely still strong with Star Wars toys as Entertainment Earth announce a 72% increase in Star Wars sales through their site.

People who buy pop culture toys and collectibles are still star struck by Star Wars and are showing renewed interest in action figures across all media properties, according to recent sales data from Entertainment Earth®, a leading Internet retailer of licensed pop culture merchandise.

Over the past three months, Star Wars products sold 72% better than in the previous three-month period. Continued enthusiasm for the most recent movie in the series, Star Wars: The Force Awakens, as well as excitement for this December’s release of Rogue One: A Star Wars Story helped drive sales of toys and collectibles related to the ongoing space saga. September 30, the day several major companies unveiled new licensed Star Wars products, also helped account for strong sales.

“The Star Wars action figure collector has always been a staple of our business,” says Jason Labowitz, President and Co-Founder of Entertainment Earth. “And we’re already seeing strong demand for new Rogue One merchandise.”

Action figure unit sales in general increased 47% from the previous three-month period. At this time last year, figures trailed behind Funko’s line of Pop! Vinyl figures. Vinyl figures by Funko and other manufacturers continue to sell briskly, but poseable, playable action figures are currently the best-selling type of collectible for Entertainment Earth.

Roleplay merchandise (toy weapons, masks, and other accessories) and prop replicas also appeared on this three-month period’s list of top product types. They did not make the list in the previous period. Labowitz suggests consumers eager to make the latest apparel, accessories, and replicas from Hollywood blockbusters part of their Halloween costumes may have driven sales in these categories.

Mark Newbold
Former Daily Content Manager and Program Director for Jedi News and the podcast network. Co-host RADIO 1138 and Take Cover on the Jedi News Network.