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Star Wars & The Toy Biz – Analysis Pre Viewing

Star Wars & The Toy Biz – Analysis Pre Viewing

I’m writing this 24 hours before I take a bunch of kids and ‘kiddults’ to see the new Star Wars movie – The Force Awakens. All the kids attending have seen one or more of the previous movies, and all of the adults have a). seen all of the movies b). are fans/avid fans.

We’re looking to test how impactful the new movie is in terms of driving brand engagement in Star Wars for the next generation. (We’re doing this for our own industry understanding, it’s not an official project from Disney/Lucas to be clear!).

When I think back to my generation and the unprecedented levels of both brand engagement and resulting toy/merchandise sales, I struggle to see how this new incarnation can possibly have the same effect in an ever overloaded blockbuster movie environment.

But key factors I’m looking for are new aspirational characters full of personality and action/skills. Cool weaponry, amazing vehicles/space craft and a fantastic blend of good against evil.

While I’ve tried to avoid much of the commentary/spoilers so far, I’m loving the droid featured heavily in official trailers out there (BB8), and interested to see how the new generation of actors work out.

Critically from a corporate strategy perspective, I’m keenly interested to see how the movie sets up/if the movie sets up the raft of spin off movies which are due to hit the screens in coming years.

Watch this space – verdict to follow next week…!




by Steve Reece, CEO of Kids Brand Insight www.KidsBrandInsight.com,  a leading Consultancy to toy, game and kids entertainment companies around the world, which helps companies find the right toy & game factories, consumer research test their products with kids and parents and secure export distribution/market entry around the world