It all started in 2015 with Star Wars: The Force Awakens. The movie was a global hit and jumpstarted the toy market with rocketing sales.
The 2016 Rogue One though seemed to be a bit more restrained. Fans still liked the movie a lot, but the toy market didn’t jump as much.
Of course this may be due to the fact that the market was still quite high. So, it didn’t have much more to give going up.
Since then though, the toy sales have been slowing down. This reflected on the entire toy market, the NPD Group says to the New York Post.
Toy sales for the first half of 2017 netted a 3% rise. In comparison, they scored 8% raise for the first half of 2016.
One of the problems might be that there is too much Star Wars. After a decade without any Star Wars movie and more than three decades from the original trilogy, fans were hungry for more. So, The Force Awakens was exactly what they needed. But now we have one new Star Wars or related movie every year. And we will have that until at least 2020.
This is a whole lot of Star Wars which might get the fans tired. Plus, they can buy so much Star Wars toys for five years straight. So, they will simply buy less toys for and from the characters they like the most. This means less spending overall because of oversaturated needs.
Of course, everything might change with Star Wars: The Last Jedi which will debut on December 15th 2017. If the movie is one of the best of the saga, it can reignite the frenzy once again. Even if it does, it’s probably not going to last as long as it did for The Force Awakens.