Star Warsfans are probably already looking forward toForce Fridayagain this year, which is essentially a holiday invented by Disney dedicated to getting people to buy new toys. Still, for action figure collectors out there, it is a fun event. This year, they will surely be looking to get their hands onLuke Skywalker toys, but there are definitely those who are equally excited about getting some of the new Rey merchandise. Many who purchase a Rey action figure this year may not think twice about it, but it turns out that toy collectors everywhere oweDaisy Ridleya debt of gratitude because she changed things for the better and probably for good.
A recent report fromCNBCtook a look at how Rey action figures have totally changed the toy landscape. Prior toThe Force Awakens, it was incredibly difficult to find any action figures for female characters,Star Warsor otherwise. But becauseDaisy Ridley’s likeness in the form of Rey action figures and other merchandise have sold like gangbusters, the industry has been forced to adapt. Here is whatJim Silver, CEO of online toy review site TTPM, told CNBC.
“[Disney] took a risk and they made a female the hero of ‘Force Awakens.’ She sold better than just about anyone, except for Kylo Ren, but the villain always sells better. There’s more (female action figures) in the last 18 months than there have been in the last 20 years.”
Prior to the recent surge infemale action figures, which is largely thanks to Rey, it was very tough to find them, but a few exceptions have surfaced over the years. The 1970sPrinces Leia Star Wars action figureswere very successful and the 70sWonder Womandolls sold well, but things like that were few and far between. However, as CNBC notes, 2016 saw a massive uptick in female protagonists in blockbuster movies, which has influenced the toys that people have a desire to buy. Movies likeThe Hunger Gamesand especially superhero movies that feature female characters have helped change the action figure trends. Here is whatSamantha Lomow, senior vice president of marketing at Hasbro had to say about it.
“Consumer and retailer research shows more and more children - and their parents - are interested in the “Star Wars” and Marvel franchises as well as the female characters represented within entertainment. In 2015, for the first time, the National Retail Federation reported that Star Wars was on the top 10 toy lists for both boys and girls. Fans and families are at the center of this conversation, for example, voting for strong female characters in both the ‘Transformers’ and Marvel franchises to become future figures.”
In 2015,Star Warstoy sales for Hasbro totaled almost $500 million and a lot of that was on the strength ofRey merchandise. This year,Felicity Jones' character Jyn Erso fromRogue One: A Star Wars Storywill also be a popular figure thanks to the success of that movie, so things are looking up for fans of female action figures. There are also going to be quite a fewWonder Womantoys and some D.C. Superhero Girls figures that had people buzzing at the New York Toy Fair. So action figure collectors and kids who love having more choices should be thankingKathleen KennedyandJ.J. Abramsfor findingDaisy Ridleyand making Rey a big hit with fans.
