Hasbro feels the force of Disney+ Star Wars collection

Hot releases like Baby Yoda have driven revenue growth
Mia Weinand
Media Relations Coordinator
May 4, 2021

Since the launch of Disney+ in November 2019, the streaming service has seen enormous success: Over 100 million people have subscribed to the platform.

Like its competitors, Disney+ produces original content. However, unlike Netflix or Hulu, Disney can capitalize on decades-old fanbases with its ownership of the Marvel and Star Wars brands.

Toys during COVID-19

Learn more about how COVID-19 affected toy sales this past year.

One of the most anticipated Disney+ Star Wars series was “The Mandalorian,” which premiered with the launch and revealed a new twist on a beloved character: Baby Yoda. The popularity of the little green creature with big eyes and ears led to a surge in sales for Hasbro as people raced to purchase Baby Yoda-themed items and toy lightsabers to test their own Jedi powers.

While Hasbro experienced a loss in sales of licensed entertainment content over the full year, its sales of Star Wars toys grew by 70 percent over the same period. In 2019, the company’s revenue from partner brands rose 24 percent to $1.22 billion, thanks in large part to its Star Wars lines, along with its Frozen, Avengers and Spider-Man lines.

Disney+ has nine more Star Wars series planned over the next few years, exciting fans and brands alike: Hasbro extended its Star Wars and Marvel contracts with Disney at the end of 2020.

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