In 2015 U.S.

In 2015 U.S. toy sales increased by $1.32 billion and the industry itself grew by 6.7%—but Star Wars can’t take all the credit. Although the franchise scored big with their Episode VIImerchandise, technological advancements in toys has also been a significant factor. Digitalization of playthings has allowed children to “engage with content around the clock,” which has led to them being “more invested in their favorite brands and characters than ever before.” Toy retailers have also crossed over to the digital world, by bringing internet “viral movements,” like unboxing, in-store. (Kidscreen)