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Galoob sticks with Star Wars

Galoob Toys is restructuring its product portfolio in order to focus on the development of new toy lines for the next Star Wars films and the classic Star Wars trilogy....
December 1, 1997

Galoob Toys is restructuring its product portfolio in order to focus on the development of new toy lines for the next Star Wars films and the classic Star Wars trilogy.

Galoob is discontinuing all the male action lines introduced over the last two years because it does not want to compete against itself and the profitable Star Wars franchise, which it calls its ‘most important asset.’ Discontinued lines include Dragonflyz, Jonny Quest and Sky Dancers.

Sales for Star Wars and other continued product rose 21 percent through the first nine months of 1997 as compared to 1996, when sales of lines within the discontinued category fell 60 percent.

The newly restructured product portfolio will include Star Wars toys, first-look agreements with other Lucasfilm Ltd. and Twentieth Century Fox properties, the Micro Machines brand and miniature dolls.

The company first licensed Star Wars product in 1992, when it introduced Star Wars Micro Machines. In October, it was awarded the licensing rights to make small-scale figures, vehicles, playsets and accessories for the next three Star Wars movies. The license extends into the next decade.

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