Where does Star Wars stand in the Hasbro collection of toys? Is it THE top seller or is it in the middle of the pack or somewhere down the line? We all like to think of it as critically important to retailers, but does My Little Pony kick it in the backside in terms of sales?
The 2007 annual report hasn't been published, but here's how things shaped up in 2006... (from Hasbro's 2006 Annual Report to stockholders):
"STAR WARS was the #1 property in the boys' business for the second year running and continues to demonstrate its long term viability. Revenue for the entire STAR WARS line was
$285 Million in 2006, compared to $494 million in 2005, showing that an entertainment brand layered with new innovation can perform significantly in the year following the movie."
A few things on 2005:
- yes, Hasbro had half a billion dollars in Star Wars sales in 2005
- that $494 million in sales in 2005 produced approximately 16% of the
net revenue for Hasbro in 2005. No other product line even came close to generating even 10% of the net revenue.
Of course that was 2005, which was a movie year. In 2006:
- In the 2006 annual report, they say that no single line of toys accounted for 10% of the net revenue, but if you do the math for Star Wars, it works out to about 9% of their business in 2006. No other single line of products they have comes close to that.
- In 2006, "boys toys" generated $576 million in revenue. That means that the $285 generated by Star Wars was half of the "boys toys" sector revenue. So in 2006, Star Wars did better then everything else in "boys toys" (GI Joe, TFers, etc) combined.
- In 2006, "girls toys" generated $530 million in revenue, but nothing comes close to Star Wars type numbers.
- In 2006, the "board games" sector generated $1.294 billion in revenue. So, while Star Wars (and boys toys in general) are important to Hasbro ("boys toys" ranks second), the biggest part of Hasbro's business overall is still the board games.
So, there's a brief glimpse at the past 2 years.
The 2007 annual report should be out by the end of the month, so then we'll have a better idea of how the 30AC stuff did for Hasbro. It should be interesting to see if/how Marvel and TFers movie stuff affected Star Wars sales...