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dottrap | 2 years ago

I don't know about outside the US, but the impression I have is, Star Wars toys have mostly been a universal bust, especially of the items that are from new Star Wars and not the original. You can find a lot of info if you search about Rose Tico toys. The Tico toys aren't necessarily the worst (e.g. Admiral Holdo toys), but fans/critics like to use the Tico toy as demonstration of how badly Disney has miscalculated their Star Wars strategy.

Baby Yoda toys were an exception to the rule. But even Baby Yoda toys have their own story of missteps in this saga. Disney was caught completely flat-footed by the success of Baby Yoda and did not have any toys ready to go at the launch of The Mandalorian. Disney was overcompensating for the toy disaster after all the movies, (which also made their toy make partners very unhappy). (I think Hasbro is one of the main suppliers.) Then when Baby Yoda was a surprise hit, and fans were going to things like CafePress out of desperation for anything, Disney desperately scrambled to get anything out as fast as possible. If I recall, they had to bypass their normal partner Hasbro and go to Mattel just to get something to market fast. This is almost unheard of.

Baby Yoda is the only merch hit they have, but there are now retailer signs showing demand saturation. And for Star Wars fans who follow all the shows, like The Mandalorian, people are saying it looks like Baby Yoda was supposed to have left the show, completing his arc around the end of season 2 or The Book of Boba Fett. But rumors say, Disney desperate to keep Baby Yoda in the spotlight, forced him back into the show, with rumors Baby Yoda is going to appear in a bunch of other future Star Wars shows, like the new Rey Skywalker-Palpatine show.

I also forgot to mention the The Star Wars Galactic Cruiser experience. People also keep track of open bookings in that hotel and show it is mostly empty. There are lots of estimates of how much this cost to build and what the operating expenses are (all this is very expensive), and it once again indicates this is a massive money loser for Disney.

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