Has ‘Star Wars: The Last Jedi’ Gone Too Far With Product Tie-Ins?
Have the people behind the Star Wars franchise gone too far over-the-top with product tie-ins? It will be a financially successful film, and many if not as many enjoy the latest sequel but are people getting a bit annoyed at all the extra stuff that comes with a movie of this magnitude?
Of course the obvious is the toys. But how are they doing this go around? And should they expand past toys and novelty items?
Sure new toys attached to the movie makes sense.
But sales are down from the previous two most recent Star Wars releases.
Panjiva, a data company that tracks the giant shipping containers that arrive at U.S. ports, says 6,587 of them with Star Wars gear were shipped in the seven months leading up to The Last Jedi, but that’s down 47 percent from the seven months leading to Rogue One in 2016 and off 56 percent from the same time period ahead of The Force Awakens in 2015. Once the containers land in the U.S., these products go to Walmart, Amazon.com and every other retailer.
Now Dole is getting into the mix by selling fruits and vegetables marked with “Star Wars” stickers and logos. The campaign hopes to get kids eating healthier.
The products include bananas, pineapples, berries, cauliflower, and lettuce, and they’re all part of the company’s “Unite for a Healthy Galaxy” campaign.
So how do you feel about this angle Dole is taking? Many on social media mocked this over-the-top marketing campaign.