Disney Castle in sand.

‘Star Wars: The Force Awakens’ Toy Sales off to “Strong Start,” Hasbro Says

Star Wars: The Force Awakens toy sales are off to a promising start and are “at the high end of expectations” for toy giant Hasbro, CEO Brian Goldner said Monday.

This is a toy Storm Trooper from Hasbro.
This is a toy Storm Trooper from Hasbro.

“Consumer takeaway is off to a strong start,” he said on the company’s third-quarter earnings conference call. “The franchise is as vibrant as ever, spanning demographics and bringing in new consumers. Star Wars has the potential to become increasingly global, much as Marvel has become as part of the Walt Disney Co.”

He highlighted that through the end of September, total Hasbro Star Wars retail sales have “significantly outpaced” the total Star Wars retail dollar growth in the U.S. and U.K., two markets where early sales trends are available. He didn’t provide further figures. Hasbro’s The Black Series action figures and various lightsabers are on top of consumers’ buying lists, Goldner explained.


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