Hasbro, Toys ‘R’ Us, and Lego are among the companies cashing in on The Force Awakens craze.
When the original Star Wars hit theaters in 1977, unprecedented demand for action figures tied to the blockbuster movie caught toy maker Kenner Products off guard, and it was forced to sell IOUs to the brand’s earliest fanatics.
This year, however, don’t expect a shortage. The galaxy is fully stocked.
Star Wars parent Walt Disney Co., toy makers including Hasbroand Lego, and major retailers are gearing up for what could be the biggest licensing event of the year. What’s at stake for them? At least $1 billion in retail toy sales for 2015, according to experts, with all gear tied to the film expected to ring up $3 billion to $5 billion globally.