‘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.
“All parts should go together without forcing. You must remember that the parts you are reassembling were disassembled by you. Therefore, if you can’t get them together again, there must be a reason. By all means, do not use a hammer.” —IBM Manual, 1925