Star Wars Toys Continue To Be In Demand

Funko and Hasbro both released their earnings reports for the 3rd quarter a short while ago. And things continue to look pretty good for Star Wars toys. After years of dwindling sales Star Wars toys are more in demand again. This trend started in 2019 and The Mandalorian turns out to be one of the key factors behind that new success. Click through for some more info!

Let’s talk about Funko first. While we barely talk about Funko POP here and many collectors who frequent JTA care little for POPs, Funko is a rising star – even if pandemic related issues are affecting the company.

In contrast to Hasbro, who never break down how successful their various partner brands are, Funko has no such qualms about letting the public know which licenses are their top sellers. So let’s take a look at their latest presentation which lists their top 10 licenses:

Funko Top 10 Licenses (click for larger image)

As you can see The Mandalorian is still their top selling license. The more generic “Star Wars” license (which means basically any non Mandalorian Star Wars Funko Pop) has declined in popularity a bit, but with no new entertainment that is to be expected, the current focus is The Mandalorian.

And here’s a look at the past 2 1/2 years:

Funko’s Top 10 licenses since Q2/2018. (Click to enlarge)

Star Wars or The Mandalorian have been Funko’s top seller ever since Q1/2020.

What else stands out: Harry Potter enjoys ongoing popularity. Fortnite’s star is declining, it rose to the top in Q4/2018 only to drop off the list completely in Q2/2020.

Hasbro also released their numbers last month, but as usual they provide virtually no details at all.

This is what Hasbro had to say about Star Wars in their report:

PARTNER BRANDS: Growth in Lucasfilm’s Star Wars offset by declines in Marvel and Frozen.

Hasbro has been saying the same thing for a few times now. It seems after the alltime high for Marvel with Endgame and a meteoric rise in popularity that things return to normal again. Historically speaking Star Wars toylines have been (a lot) more successful than Marvel toylines.

And that’s all we know from Hasbro.

But when you look at both Funko and Hasbro you can see that it’s most likely The Mandalorian that gave the Star Wars toylines a boost. And Funko’s numbers were actually from before the season 2 premiere. So it will be interesting to see what the numbers for Q4 will be and if The Mandalorian / Star Wars will still be the number 1 license. We will know more in January.

Sources:
Funko Earnings Report (PDF)
Hasbro Earnings Report (PDF)

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