The Strategist

'Star Wars' Brand Is Estimated at $ 10 Billion


02/01/2016 - 15:20



Brand Finance estimated that "Star Wars" brand is worth around $ 10 billion, according to the website of the consulting company.



JD Hancock via flickr
JD Hancock via flickr
As the researchers point out, the seventh episode of the saga made Disney the most influential brand. Brand Finance estimated total cost of the studio’s brand at $ 31 billion.

Numerous acquisition of other well-known brands (ESPN, Pixar, The Muppets and Marvel) became another reason for that Disney has been recognized the most affluent brand. Disney’s rich history also contributed to Brand Finance’s decision.

The assessors put Lego on second place in the most influential brands’ list; L'Oréal occupied the third. According to same Brand Finance, the corporation Apple holds the first place in the list of most valuable brands ($ 146 billion), the second and third went to Google and Samsung (brand value - $ 94 and $ 83 billion respectively).

The valuation is based on factors such as awareness, confidence in the brand, level of investment in marketing, employee satisfaction with their work, and corporate reputation.

"Star Wars: The Force Awakens" grossed $ 1 billion in record time (12 days), reminds Brand Finance. In the first weekend, box office sales revenues amounted to $ 529 million. The seventh episode of "Star Wars" became the most successful film in the history of Disney, noted the consulting firm.

Disney bought Lucasfilm in 2012 for $ 4 billion, acquiring rights for the franchise "Star Wars." The studio’s proceeds from "Star Wars: The Force Awakens" are estimated at $ 9.6 billion. The seventh episode was released in December 2015, ten years after the last part of the saga.

The film, directed by JJ Abrams, is set 30 years after the events of the sixth episode of "Star Wars: Return of the Jedi" (the classic trilogy’s final film).

"The Force Awakens" gave rise to another trilogy. The premiere eighth episode will be unspooled in May 2017.

$ 700 million – this is total amount of "Star Wars" branded toys sold in 2015.

For nearly 40 years, toys and games based on "Star Wars" were a big business: sales since 1977 are estimated at $ 12 billion, not counting additional estimated $ 5 billion, which the epic’s last part, released on the screens on 18 December, brought to the brand’s owners.

Sales of toys like Kylo Ren’s lightsaber, droid BB-8, or "Millennium Falcon" model alone brought more money than toys and gifts based on "Jurassic World", "Minions" and "Avengers" together. Due to "Star Wars" éclat, total sales of toys in the United States increased 6.7% to $ 19.4 billion. Crazy sales began Sept. 4, on the so-called "Force Friday" when vendors started selling toys based on the " The Force Awakens."

source: bloomberg.com