Spielwarenmesse: Coronavirus lockdowns prove lucrative for Disney+ and Hasbro

Choose language


Coronavirus lockdowns prove lucrative for Disney+ and Hasbro

26. March 2020 12:50 h

The success of the subscription streaming service is in turn boosting sales of Hasbro’s licensed toys and games

By toyworldmag.co.uk

  • Disney+, which launched in the US in November 2019, had amassed 28.6m subscribers as of February, but from 14th-16th March – when drastic social distancing measures kicked in in many American cities – sign-ups tripled compared to the weekend before.

Disney+, which launched in Europe on the 24th March, is also boosting Hasbro’s licensed toy sales, thanks in particular to the popularity of Baby Yoda (officially called The Child) from the Disney+ original Star Wars show The Mandalorian. As reported in December, demand for Baby Yoda product was already through the roof, but the increase in at-home streaming as a result of the Covid-19 pandemic has boosted interest even further.

Although Hasbro’s Baby Yoda products won’t come out until spring (Disney didn’t want the toys anywhere online before “The Mandalorian” had premiered, so as not to ruin the surprise of the character), they have been available for pre-order for months. One extremely popular animatronic Baby Yoda toy won’t be available until the 2020 holiday season, but sold out in pre-order on the Disney website after a single preview in February on Good Morning America.

Hasbro is benefiting from its partnership with Disney, not just from sales of Star Wars merchandise but also from Frozen, other Disney Princess items, and Marvel toys. This year, Hasbro extended its licensing contract with Disney for an undisclosed length of time.

Because nearly all US cinemas, and many cineamas worldwide, are shut down due to coronavirus, movie studios are releasing films on streaming services earlier than planned (as seen with Disney’s Frozen II and Universal’s Trolls), and this is benefiting Hasbro as well.

Read more



Stay informed with trends and developments of the toy market. Register for one of our newsletter.