The Mandalorian’s Baby Yoda gave Hasbro a significant boost in sales in a year when the economy was stagnant due to the COVID-19 pandemic.
The Force was definitely with Hasbro last year, as The mandalorian Baby Yoda gave the toy maker a significant sales boost.
The American toymaker saw a 70% increase in sales in 2020, thanks in large part to the company’s Star Wars license, according to CNBC. The gain was mainly driven by the availability of new products featuring the likeness of Grogu, the lovable character featured in the Disney + series who is still widely known to many as Baby Yoda.
“What’s been great for our business is that so many people are enjoying streaming content now, that it has really reached a tipping point,” Hasbro CEO Brian Goldner told CNBC. Squawk in the street Monday. “And that tipping point means that there are tens of millions of people viewing a piece of content during a set initial period that allows us to ‘eventize.’
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The launch of Star Wars: The Rise of Skywalker in December 2019 it is also likely to share the responsibility for Hasbro’s increased sales. Season one of The mandalorian it debuted on Disney + a month earlier, and the second season aired in late 2020.
The then anonymous Grogu became an instant sensation when the character was featured on The mandalorian First episode. The secrecy surrounding the character made his appearance a real surprise to viewers of the show, and the resulting, but unanticipated, demand for merchandise caught Hasbro off guard, opening a black market for unlicensed products from unauthorized manufacturers. .
The company’s overall sales increase contrasts with its non-Star Wars merchandise sales, which the company said decreased 12 percent in 2020. It also contrasts with last year’s overall business climate, which was significantly stunted due to the global coronavirus (COVID-19) pandemic.
Created by Jon Favreau, The mandalorian stars Pedro Pascal, Gina Carano, Carl Weathers, and Giancarlo Esposito. Seasons 1 and 2 are now streaming on Disney +.
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