The NPD Group has ranked Star Wars the No. 1 toy property and license for boys 6 and older and the No. 2 licensed toy property overall for 2011. Six years after the last film from the franchise was released in theaters, the brand remains relevant through its animation, videogames, publishing and innovative partnerships.
Bolstered by the television series "Star Wars: The Clone Wars," both the LEGO and Hasbro Star Wars programs are thriving in the toy aisles, as well as the property's publishing program, which boasted 15 books on the New York Times bestsellers list in 2011.
The complete Star Wars Saga debuted on Blu-ray in 2011, packaged in a boxed set that contained all six movies in one collection for the first time.
In addition, BioWare, a label of Electronic Arts, debuted "Star Wars: The Old Republic," a story-driven massively multiplayer game that attracted more than1.7 million subscribers one month after its launch.
Plans for this year include the theatrical release of Star Wars: Episode I The Phantom Menace in 3D. The first 3D release in the franchise his theaters today, with new products and partnerships.
“Star Wars now spans three decades and has become cross-generational, family entertainment.” says Paul Southern, vice president, consumer products marketing Lucas Licensing. "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.”