Has Star Wars merchandise really earned more than the films themselves?

The answer

Star Wars merchandise has generated a staggering $20 billion in total retail sales since 1977, while the films have earned approximately $10 billion at the worldwide box office - meaning merchandise revenue roughly doubles theatrical earnings. In 2023 alone, Star Wars-themed products generated around $1 billion in revenue. George Lucas's genius was retaining merchandising rights when 20th Century Fox, which had little faith in the original film, let them go. That single contractual detail made Lucas a billionaire long before he sold Lucasfilm to Disney for $4.05 billion in 2012. Action figures accounted for the largest share historically, with Kenner and later Hasbro selling billions of dollars worth of Star Wars toys across multiple generations of collectors and children.