A study published in June 2010 by The Licensing Book, a trade magazine for toy manufacturers, asked boys aged 5 to 10 what their favorite movie-based toy was. The resounding No. 1 answer was “Star Wars,” beating out “Harry Potter,” “Transformers,” “G.I Joe,” “Avatar” and other recent blockbusters. Even more impressive? There hasn’t been a live-action “Star Wars” film in five years.
In the first quarter of 2009, “Star Wars” toys dominated licensed toy sales — more than 90 percent ahead of any other license — thanks in part to the new animated TV series “Star Wars: The Clone Wars,” according to Toy News online. The Christmas prior, the franchise moved 5.7 million units of toys, exceeding $450 million in toy sales for 2008.