Star Wars Maintains Top Spot in Licensed Toys

It was a competitive year for boys properties, but Star Wars once again grabbed the top slot, demonstrating its enormous staying power even after 33 years. With 2009 year-end figures placing Star Wars 40% ahead of any other toy license, the Power of the Force continues to thrive, according to industry research company The NPD Group. U.S. retail toy sales for the license in 2009 exceeded $480M, supported by all-new episodes of Star Wars: The Clone Wars and a robust collector market engaged in the live-action Saga. Success in the toy arena continues to translate to many other licensed product categories, including publishing, apparel, consumer electronics and housewares.

Still an animation powerhouse in its second season on Cartoon Network, Star Wars: The Clone Wars continues to attract new fans in the key demographic of boys 6-11. Bringing an all-new Star Wars adventure to TV each week, the cutting-edge computer-animated series has kept the brand squarely in the public eye and has introduced an ever-expanding array of new characters, creatures and vehicles into the inter-galactic lexicon. The success of The Clone Wars has helped to keep Star Wars relevant for a new generation of boys, and the licensing success is now rivaling the heights experienced during the blockbuster live-action films.

In addition, 2010 marks the 30^th anniversary of Star Wars: Episode V The Empire Strikes Back. Celebrating the fan-favorite installment of the live-action Saga, the milestone will be commemorated with a year’s worth of intergalactic activities – including massive fan events, charity screenings, exclusive product promotions and much, much more.

“After more than three decades, Star Wars continues to resonate with audiences and consumers, both in the boys demographic and with fans who’ve grown up with the franchise,” said Howard Roffman, President of Lucas Licensing. “The continued success of Star Wars: The Clone Wars is an indication that once again a whole new generation of young fans have been engaged by the Saga, and we are still able to connect with fans of the original movies with activities such as those surrounding the anniversary of The Empire Strikes Back.”