Licence experts in the toy and games space have declared that Star Wars will be the top licence this Christmas in Australia.
One expert in the field who I heard from this week claims it will outperform its nearest licence rival by more than three to one. If this happens it will be an extraordinary result.
The time for picking successful licences was back in March this year when most major brands released their Christmas lines.
With Star Wars licenced products from a range of suppliers, engaged retailers are able to tell a terrific story across multiple product categories, some of which are traditional to newsagency retail while others are not.
If your business has a Christmas catalogue out with toys and no Star Wars representation – ask those who created the catalogue why they have ignored this opportunity.
What is fascinating about Star Wars for newsagents is that through this licence you can sell items that are far more expensive than the average item value sold in a newsagency. This type of move is key is you are to life basket value and dollar margins per sale.
Licence insights and trends are vital to understanding the opportunities down the road and around the corner. Being able to decide in March, for example, what will dominate in December is challenging even for major retailers. However, it is vital to have a go at this, to try and ensure you are in the game. Otherwise, it will be a low-margin Christmas based on cheap toys and that is a game newsagents should have got out of years ago.
I am surprised by that as my Star Wars sales have declined from around August. In saying that, my Star Wars Hallmark ornaments have sold 3 times quicker than any of the other varieties and my Star Wars Funko Pops are the best seller in that category. The best part about selling Star Wars products is that you are targeting a mature buyer (i.e. more disposable income and wanting higher quality products).
If you only buy your gifts from GNS then you are not in the game. I have approx. 15 suppliers I source my gifts/toys from and this list will grow as trends and new product ranges evolve.
There will be another spike in Star Wars demand as we get closer to the release of Rogue One on 16th December and just after in the run up to Xmas. I’ve pretty well sold out of all of my Star wars related model kits including the big $300 Millenium Falcons ! I slightly disagree with Chris as the mature buyer will spend $300 happily (I have people on a waiting list for a particular Star Wars kit that is supposed to arrive next year that is rumoured likely to be around $700 !) but most of the parents are happy to pay $50 ish each for a couple of the cheaper Star Wars kits for the kids.
Age is no barrier to people spending hundreds to even more than $1,000 own a collectible of their fave licence. My experience is more success comes from where you least expect it.
Hi Paul,
Good Stuff, well done.
I think you somehow misunderstood me as you are reiterating my statement and not disagreeing, I said that mature buyers will spend more and this is shown in the results in your shop.
Paul if it’s the $700 one i’m thinking of our rep says it’s been canned unfortunately.