Hasbro Says It Released Star Wars: The Last Jedi Too Early In The Year In 2017

Hasbro has admitted that it made a mistake with the timing of releasing Star Wars: The Last Jedi toys last year.

The toy manufacturer feels that it released toys far too early and figures should have been out closer to the film's release date.

Back in 2015, Hasbro released toys for Star Wars: The Force Awakens back in September three months before the release of the actual movie in December.

This strategy worked really well because there was huge demand with new Star Wars toys since The Force Awakens was the first live action movie from the franchise since 2005.

Hasbro tried to do the same strategy last year with Star Wars: The Last Jedi, but this backfired on the company because toy sales dropped dramatically.

Hasbro CEO Brian Goldner admits in an interview Bloomberg that releasing the toys again in September was a mistake as seen in his comment below.

"The fact that we began to merchandise the film in September and the film came out in December was just too long a period of time to sustain retail interest". 

Not to mention The Last Jedi released many figures of characters that people have bought before. Not everyone needs more than one figure for the same characters mainly because some of them were wearing the same outfits in the sequel. 

Bloomberg predicts that Hasbro might see a bit more success with Solo: A Star Wars Story because those toys are out in early April a few weeks before the movie comes out in late May.

This time period is much closer than the three month gap that The Last Jedi had.

It will be interesting to see how Hasbro handles the release of toys for Star Wars: Episode IX in 2019.

We might see the toys later than in previous years and some characters might be getting new outfits to differentiate themselves from older figures.

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