‘Star Wars’ Toy Sales Fall in 2017 as Movie-Tie Fatigue Sets In
The warning signs for the toy industry started last year when “Cars 3” — considered a surefire success — proved lackluster for licensees like Mattel Inc.
Now toymakers’ big bets on movie tie-ins look downright bleak. Playthings based on the “Star Wars” saga — the franchise that kicked off the whole phenomenon four decades ago — were down in 2017 despite a new film, “Star Wars: The Last Jedi,” in December during the all-important holiday-shopping season.
Call it “Star Wars” burnout, or better yet “movie fatigue,” said Gerrick Johnson, an analyst for BMO Capital Markets. Hollywood and toymakers have fixated on toy-friendly films at a time when kids are increasingly turning to YouTube, Netflix and social media for entertainment.