NPD: Star Wars Earns No. 1 Licensed Toy Honors

Star Wars was recently named the No. 1 licensed toy and No. 1 boys' toy property in the U.S. for 2009, according to the NPD Group. This year, the Lucasfilm property is celebrating the 30th anniversary of The Empire Strikes Back.

Star Wars' licensed toys posted $480 million in U.S. retail sales in 2009, placing the property 40 percent ahead of other toy licenses. NPD Group attributes the brand's success to the launch of its latest animated TV series "Star Wars: The Clone Wars," targeted to boys ages 6 to 11. The second season is currently airing on Cartoon Network. Merchandise tie-ins include publishing, apparel, consumer electronics and housewares.

"After more than three decades, Star Wars continues to resonate with audiences and consumers, both in the boys demographic and with fans who've grown up with the franchise," says Howard Roffman, president of Lucas Licensing. "The continued success of 'Star Wars: The Clone Wars' is an indication that once again a whole new generation of young fans have been engaged by the saga and we are still able to connect with fans of the original movies with activities such as those surrounding the anniversary of The Empire Strikes Back."