US: Star Wars is top boys toy property in 2011

Samantha Loveday

By Samantha Loveday

February 10th 2012 at 10:40AM
US: Star Wars is top boys toy property in 2011

Franchise is also the number two licensed toy overall in the US, according to NPD.

Star Wars has been ranked as the number one toy property and number one toy licence for boys aged six and up for 2011 in the US, according to NPD.

In addition, the property was also the number two licensed toy property overall for the year.

Lines from both Lego and Hasbro continue to perform well in the toy aisles, while the brand's publishing programme also remains healthy; 15 books have become New York Times bestsellers - twice as many as in 2010 - holding positions for 47 weeks on the list.

In addition to consumer products, other brand highlights for the year included the debut of the Star Wars Saga in a Blu-ray box set, plus the launch of Star Wars: The Old Republic from Bioware. Just a month after launch, the multiplayer game had an online audience of more than 1.7 million subscribers.

Meanwhile, 2012 will see the release of the first film - Star Wars: Episode 1 The Phantom Menace - in 3D.

"Star Wars now spans three decades and has become cross-generational, family entertainment," said Paul Southern, VP, Lucasfilm Licensing and Consumer Products. "The fact that Star Wars allows for so many different audiences to connect with the brand, while remaining true to the spirit of what George Lucas tapped into with the very first movie, is continued proof that the appeal of Star Wars is universal and timeless."