First six films have generated more in merchandising than they have in box office takings.
The total value of the Star Wars franchise now stands at over $28 billion.
New data from the London School of Marketing found that the first six movies have generated more in merchandising than they have in box office takings.
Out of the $28 billion worth of sales, just $4 billion was taken at the box office.
In comparison, DVD sales amounted to over $13 billion, three times more than the box office takings. Books stood at $1.8 billion, video games at $3.4 billion, toys at $4 billion and licensing/merchandising at $1.8 billion.
The first movie – A New Hope – took $2.1 billion worldwide (adjusted for inflation), with the second two films – The Empire Strikes Back and Return of the Jedi – taking $1.05 billion and $1.3 billion.
The Force Awakens is expected to reach $2 billion and could potentially be the first movie to reach $3 billion in box office takings.
“What has made Star Wars a cultural phenomenon is the merchandising around the movies and characters,” said Jacques de Cock from London School of Marketing.
“With this latest movie, the marketing started in September with 18 hours ‘live’ but sequential unveiling of toys on YouTube.
“Disney expects $5 billion of toy sales in the first year.”
Jacques continued: “The clever part is the release of the movie, games toys are planned to reinforce each other and create a multiplier effect.”
