Star Wars merchandise sales jump
LIGHTSABERS, POSTERS AND ARTWORK RELATED TO FILM ARE AMONG BEST-SELLERS
Lightsabers and 30-centimetre (12-inch) figurines — including those of Darth Vader, the storm troopers and droids — have been on the rise ahead of franchise’s latest release
Sales of Star Wars merchandise in the UAE have surged this month ahead of the release of the latest film in the franchise, Star Wars: The Force Awakens, on Thursday, retailers say.
Ian Eleria, senior operations manager at Comicave in the Dubai Outlet Mall, said sales of Star Wars-related products, such as lightsabers (laser swords used as weapons in the Star Wars franchise) and 30-centimetre (12-inch) figurines (including Darth Vader, storm troopers and droids, such as the new BB-8, which will appear in the new film), have been rising since October. “Sales have been increasing by 50-100 per cent from October until today, especially for the lightsabers. A lot of adults have rushed to get them,” he said.
Collectable items
Munro Gow, business operations manager at Hollywood Collections, said sales of Star Wars items have risen “200300 per cent” this month from November. He declined to give the sales figure for November.
“With the film coming out this week, we will probably see a further increase in the purchase of Star Wars items,” Gow said. Lightsabers are currently the best-selling items, followed by posters and artwork, he said.
The retailer currently sells mass-produced Star Wars merchandise, but will start bringing in collectable items, such as limited edition action figures or statues, in the next two to three months, he said.
However, Abdallah Isbieh, manager of the Super Hero store at The Dubai Mall, said sales of Star Wars products, including figurines, accessories and apparel, are growing but are weaker than Marvel and DC Comics-related merchandise. Sales have gone up 25-30 per cent this month from November, he said.
“Sales of Star Wars merchandise are doing good but not very good. People here like Marvel or DC products more than Star Wars. Collectors or old school people like Star Wars,” he said.
On the other hand, Eleria said the Star Wars franchise is popular in the UAE.
“In the Comic Con convention, Star Wars costumes are the most worn costumes,” he said.
Over the weekend, Comicave had launched new Star Wars merchandise, including a helmet worn by Captain Phasma (a new character in the Star
Wars films who wears shiny metal Stormtrooper armour) and wooden artwork from Episode 7, as well as Force FX lightsabers (which come in purple and red), priced from Dh899 to Dh949. The Darth Vader lightsabers are the bestselling, Eleria said. He added that lightsabers used by Kylo Ren (a new Star Wars character said to be a villain) will reach the store before the end of this month.
Star Wars: The Force Awakens is expected to bring in $200 million (Dh734 million) to $250 million during its opening weekend in the US (Friday).
It is one of the top three anticipated films for teenagers this year, according to a report from US investment bank Piper Jaffray. Star Wars merchandise sales are anticipated to generate $3 billion in 2015.