It’s been over a decade since Disney spent a jaw-dropping $4 billion to buy Star Wars. For many of us, that news in 2012 came as a shock.
We wondered: could Disney, known for its family-friendly magic, handle a gritty space saga like Star Wars?
Now, 12 years in, we’ve got plenty of new movies, shows, and even theme park expansions to consider. But was it worth the price tag? Let’s dive in and see if Disney’s gamble paid off.
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The Sequel Trilogy: A Divisive Start
First, we can’t talk about Disney’s Star Wars era without addressing the sequel trilogy.
The Force Awakens, The Last Jedi, and The Rise of Skywalker brought Star Wars back to theaters and reignited excitement in the fanbase.
The Force Awakens alone made over $2 billion at the box office, which you might think already makes Disney’s purchase worth it. But as you and I both know, numbers don’t tell the whole story.
Fans were divided on the sequels. While The Force Awakens felt like a promising start, The Last Jedi stirred up strong reactions, as it challenged many of the established Star Wars themes.
And by the time we reached The Rise of Skywalker, it was clear the trilogy had left the fanbase split. Some loved the bold new direction, while others felt the story lost its way.
But whether you loved or hated the sequels, they did succeed in one major way: they brought Star Wars back into the global conversation.
Disney+ and the Rise of New Star Wars TV Shows
Then came Disney+, and suddenly, the world of Star Wars expanded in ways we couldn’t have predicted.
If you’re like me, you might have been skeptical at first, but then The Mandalorian hit the screen, and everything changed.
Not only did The Mandalorian become a massive hit, bringing in millions of subscribers to Disney+ (helping it grow to over 100 million in just 16 months), but it also brought in new fans and gave us Grogu (or as we all called him at first, “Baby Yoda”), a character who quickly became an internet sensation.
Merchandise sales related to Grogu alone were estimated to bring in over $2 billion by the end of 2021.
With shows like The Mandalorian, The Book of Boba Fett, Obi-Wan Kenobi, and Ahsoka, Disney+ allowed Star Wars to explore character-driven stories without the pressure of box office numbers.
We got to see more nuanced takes on old favorites, as well as fresh perspectives on the galaxy far, far away.
And honestly, this kind of content might not have been possible without Disney’s resources and commitment to streaming.
Merchandising and the Business Side of Star Wars
As I mentioned above, Baby Yoda merchandise alone has pulled in around $2 billion in sales, proving that Disney knows exactly how to turn Star Wars characters into must-have items.
And it doesn’t stop there. Merchandise sales for Star Wars have only grown under Disney’s ownership, with everything from toys and collectibles to clothing and home decor filling the shelves.
Galaxy’s Edge, Disney’s Star Wars attraction at Disneyland and Disney World, is also a powerhouse for merchandise sales.
This immersive experience, where fans can build their own lightsabers, has been a major hit—Disney has sold over 1.2 million lightsabers across both parks since Galaxy’s Edge opened.
12 Years After Disney Bought Lucasfilm, Star Wars Is Officially A $12 Billion Success Story
Can you believe it’s been twelve years since Disney bought Lucasfilm from George Lucas for a whopping $4.05 billion?
Since then, we’ve seen Star Wars take off in ways we never imagined.
According to a recent report from the Securities & Exchange Commission, Disney has nearly tripled its initial investment, bringing in almost $12 billion in revenue from Star Wars alone.
While this isn’t pure profit (each project comes with its own production and marketing costs), it gives us a pretty good idea of just how successful the franchise has become under Disney’s watch.
Disney CEO Bob Iger has often pointed to Star Wars as one of the company’s biggest success stories, and it’s easy to see why.
From blockbuster movies to Disney+ series and theme park attractions, Disney has turned Star Wars into a true modern media empire that keeps both long-time fans and newcomers engaged.
For those of us who’ve followed Star Wars from the beginning, it’s incredible to see just how much it’s grown—and for new fans, there’s never been a better time to dive in.
Twelve years in, it’s clear that Star Wars still has a huge following and plenty of financial force left to keep the galaxy alive and thriving for years to come.
It’s safe to say, Disney’s bet on Star Wars has definitely paid off, don’t you think?