Competitive Edge - Sports & Entertainment Marketing News

With Star Wars series ‘The Mandalorian,’ Disney spawned a Baby Yoda marketing force

With the second season of “The Mandalorian” set to lift off Friday, there’s a new wave of toys featuring the Child, also nicknamed by fans as Baby Yoda.

Viewers were introduced to the character, evidently a younger specimen of the same race as Jedi master Yoda, in the Star Wars-based series, which debuted on Disney+ last November.

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Discussion Questions:

  1. What is licensing?
  2. If you wanted to make your own t-shirt featuring Baby Yoda (or any other Star Wars characters), what would you need to do (describe the licensing process).
  3. In the case of Baby Yoda toys, is Disney the licensor or the licensee?
  4. According to this story, why did Disney miss out on potentially millions of dollars in sales of Mandelorian licensed products last year?
  5. Based on information from this story, what impact did the sale of Mandelorian toys have on Disney’s licensing business during the first half of this year?
  6. What is fandom?
  7. How does fandom help to propel sales of licensed merchandise?
  8. In your opinion, will Mandelorian toys be popular sellers this year around the holidays? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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