Online Star Wars Toy Sales Hit 12-Month High with Upcoming Movie Release

Over the past couple decades, productions like Star Wars, The Avengers, and X-Men have skyrocketed in popularity across the U.S. Many industries have capitalized on this trend to co-brand and innovate new products in partnership with these sci-fi and superhero franchises. Industries impacted by these productions range from Toys and Apparel all the way to QSR and CPG. There’s a pretty good chance you've seen the Avengers at your local grocery store, licensed on Kellogg’s cereals, Pop-Tarts, Doritos, and Dr. Pepper sodas, concurrent with their movie release earlier this year.

With the upcoming December release of Star Wars: The Force Awakens, our Ecom Insights team was interested in learning about the online landscape for Star Wars toys. How much are Star Wars toys worth in the online market and what types of items drive their brand’s success?

Online sales for Star Wars toys hit a 12-month-high last month with a total of $17.7 million, likely due to the approaching release of Star Wars: The Force Awakens. Compared to September of last year, the relative size of the Star Wars toy market is 7x larger for September 2015, surpassing the peak of holiday sales in December 2014. Star Wars also launched “Force Friday” on September 4th – a special merchandising event in which exclusive Star Wars: The Force Awakens toys and collectibles were released for the first time to the public. Participating retailers included Amazon, Disney Store, Target, Toys “R” Us, and Walmart.

What are the top sellers among Star Wars toys?

By total dollars sold online, the most popular Stars Wars toy in the past year was the LEGO brand Star Wars Death Star which sold for an average cost of $446.07.

Popular Star Wars Toys

By total units, the most popular Star Wars toy in the past year online was the LEGO brand Star Wars Microfighters Series 1 Millennium Falcon which sold for an average cost of $12.24.

Popular Lego Star Wars Toys

Among the total unit best sellers, LEGO toys were four of top five Star Wars items purchased online in the last year.

The Top 5 Star Wars Items Purchased Online in the Last Year

In fact, LEGO accounts for 50% of all Star Wars toys sold online. Other top brands included Star Wars, Fantasy Flight Games, and Hasbro.

Share of Top Brands Selling Star Wars Toys Online

Where are these toys being sold?

If you’re interested in buying Stars Wars toys online, the mass retailers have got you covered. Amazon takes the cake with 83% of overall share of spend, followed by Target, Toys “R” Us, and Walmart.

An exciting couple of months are shaping up for Disney and its Star Wars franchise, which is estimated to be worth over $37 billion to date. These Ecom Insights for Star Wars toys are just a slice of what 1010data collects and analyzes for the entire online retail marketplace. If you are interested in understanding online market share and sales drivers for your category, please contact us.

May the sales be with you.


1010data’s Ecom Insights panel consists of millions of online shoppers in the U.S. who allow 1010data to anonymously track their online behavior for market research purposes, including e-commerce activity.

1010data applies advanced, proprietary statistical modeling, machine learning, and data science techniques to ensure that its panel is representative of the Internet Browsing Population in the U.S. and suitable to extrapolate observations to the broader population.

Retailers measured include the top 100 online mass retailers in the United States that – according to 1010data’s estimates – make up over 95% of hard line goods ordered online Total Spent.

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