Star Wars is the #1 toy property in the country, according to NPD figures released by Lucasfilm.  And it's not just #1; Star Wars is 60% ahead of the #2 property, and is accounting for 9.1% of all licensed and branded toy sales in the period from May through July. 

 

Retail sales of Star Wars products reached $2 billion worldwide in 1999 (Phantom Menace) and $1.2 billion in 2002 (Attack of the Clones).  Lucasfilm had been hoping to reach $1.6 billion in sales, or midpoint between the two previous films in the second trilogy, this year, but according to Howard Roffman, President of Lucas Licensing, sales are now expected to exceed that number.  'Based on sales to date and with the bulk of retail sales yet to come in the fourth quarter, we believe we're on track to substantially exceed that figure,' he said.

 

Strong sales of Star Wars toys are also fueling growth in their two main categories.  Sales of action figures (Hasbro has Star Wars) and building sets (Lego) both grew at double-digit rates compared to the same period last year.