‘Star Wars’ – the Brand Saga Continues

Franchise-themed consumer product sales set to jump into hyper-dive for the holidays.

Jane Neal, Content Editor

December 11, 2023

3 Min Read
"Star Wars" gifts.
"Star Wars" gifts.ABC/Heidi Gutman

Disney consistently ranks at the top of License Global’s Top Global Licensors Report. It was back in 2012 when Disney purchased Lucasfilm, home to the legendary Star Wars franchise, for $4 billion. Since then, the already massive Star Wars empire has continued to expand, most notably into television with the Disney+ series, “The Mandalorian,” “Andor,” “Obi-Wan Kenobi,” “The Book of Boba Fett” and most recently, “Ahsoka.” Couple those with the films already out and last April’s announcement of new live-action films in the works, and it’s an impressive vault. But that’s just the surface when you realize there are also graphic novels, animated shows, video games and location-based experiences drawing in fans. Combine those, and you’ve got an enormous fan base. “Star Wars” is big business, especially when it comes to consumer products. The franchise has raked in an estimated $46.7 billion, with merchandise sales at an estimated $29.057 billion. According to Statista, “Star Wars” remains one of the highest-grossing film franchises worldwide.

The holidays are coming up fast, and chances are you’ve got a “Star Wars” fan to shop for this holiday season. Will you be “forced” to purchase yet another “baby Yoda” gift this year? Fear not. Although Grogu has been topping gift lists since its debut on “The Mandalorian” back in 2019, even more products across the Star Wars franchise are now available to gift the Star Wars fanatic on your list. 

This week, Lucasfilm announced “Gift the Galaxy,” a global consumer products, games and publishing program to celebrate new Star Wars products every Tuesday, now through Dec. 19. The program launched with the live unboxing on “Good Morning America” of a larger-than-life gift box in Times Square. 

The first reveal included: 

  • Loungefly “Star Wars” Ewok Cosplay Dog Harness and matching pet accessories 

  • “Star Wars” Grogu Kids Apron and Mandalorian Essential Apron from Hedley & Bennett 

  • Millennium Falcon 26-ounce Candle from Homesick (coming Nov. 20) 

  • Wicket Ewok Collectors Plush from shopDisney 

  • Light side and dark side scent collections from Hotel Collection (coming Nov. 1) 

The 10-week celebration will include new product reveals and gift ideas inspired by the expansive “Star Wars” galaxy, including “Ahsoka,” “The Mandalorian” and “Young Jedi Adventures,” as well as products inspired by the Skywalker saga films. Every Tuesday, new gift lists will appear on StarWars.com/Gift-The-Galaxy and with major retailers, including shopDisney. Other items to keep an eye out for this season include: 

  • “Star Wars” Stormtrooper Shaver from Panasonic 

  • Complete 6-in-1 Carrier in Grogu’s Snack Attack Print from LÍLLÉbaby  

  • Grogu’s Great Race Racerverse Set from Mattel 

  • Lightsaber Forge Ultimate Mandalorian Masterworks Set from Hasbro 

  • “Star Wars” Venator-Class Republic Attack Cruiser from LEGO 

  • Up to Snow Good coffee blend from Joffrey’s Coffee & Tea Company 

  • Sync Backpack in The Child from Petunia Pickle Bottom 

This article featured in December's issue of License Global. Read the issue now ...

About the Author(s)

Jane Neal

Content Editor, License Global

Jane Neal is a Content Editor for License Global. Working remotely in the great state of Wisconsin, Jane specializes in retail and pop-culture trends.

She has worked extensively in the communication field as a managing editor, advertising copywriter, technical writer and journalist. She detoured for several years into academia where she taught journalism, English and humanities at the college level.

A complete Marvel nerd, she enjoys food, films, fishing, friends and family … and alliteration.

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