April 1, 2020
The Reason The Mandalorian Has Reportedly Lost Disney Millions

The Reason The Mandalorian Has Reportedly Lost Disney Millions

Baby Yoda giveth, and Baby Yoda taketh away. CNBC is reporting that Disney’s failure to
have toys based on The Mandalorian’s Baby Yoda available for the 2019 holiday season
has resulted in a loss of up to $2.7 million, despite the fact that action figures and plushies
are available for pre-order. “Because of all the secrecy that was surrounding
the series before it came out, Hasbro was unable to make Baby Yoda merchandise in time
for the holidays.” The loss was a calculated one though. The Disney+ series’ creator, Jon Favreau,
has recently revealed that he was moved to implore the House of Mouse to keep Baby Yoda
a secret up until his reveal at the end of The Mandalorian’s first episode. He was inspired by a conversation he had on
the set of Disney’s live-action The Lion King remake with star Donald Glover, who pointed
out that these days, audiences are used to knowing pretty much everything about every
hot new property before it’s even available to the public. Since the element of surprise has become so
scarce, Glover reasoned, it’s become a commodity. As an example, the actor pointed to the recent
works of pop superstar Beyoncé, who has been known to drop albums online with absolutely
no prior notice. Not only have fans eaten them up, but the
surprise nature of these releases has sparked as much or more discussion than any expensive
marketing push could have; in addition, the surprise drops have the added advantage of
being, you know, free. Favreau, rightfully sensing that he had a
breakout character on his hands with “The Child,” decided to apply this strategy in
advance of The Mandalorian’s release. It’s safe to say that it worked; sure, Disney
could have easily included Baby Yoda in the show’s marketing, and the cute little bugger
may very well have taken the world by storm in similar fashion if it had. But The Mandalorian, the first ever live-action
TV series set in the Star Wars universe, had already built a strong buzz just for being
the first of its kind, and by virtue of being the most high-profile original offering available
at the launch of Disney+. Favreau and the Mouse House basically gambled
that all eyes were going to be on the series in any event, and that gamble paid off; little
Baby Yoda’s reveal at the end of that first episode melted hearts, sure, but it was also
a stunning surprise that we’re pretty sure no one saw coming. “This is what was causing all the fuss?” For one thing, it was only the second time
in Star Wars history that another member of Yoda’s mysterious species had been introduced. For another, it was an insane plot wrinkle,
instantly altering the trajectory of the titular bounty hunter., fans were just blindsided
by all of that cuteness; if they had known it was coming, it still would have been cool,
but the fact that it was a complete surprise made it the kind of “holy crap” moment that
generates buzz on the level that no mere marketing can accomplish. Look, $2.7 million is a lot of money by any
stretch, and the question has to be asked: did Disney make the right decision, or should
the studio have cashed in using a more conventional marketing campaign to introduce Baby Yoda? Now that we’ve posed the query, let us answer
with a hearty laugh and the assertion that yes, the Mouse House absolutely made the right
choice. First of all, it stands to reason that including
Baby Yoda in the marketing push for The Mandalorian may have set Disney back a comparable amount
of cash. The show’s shooting schedule may have had
to be shuffled around to make sure that certain shots would be available for marketing materials,
different one-sheets from the ones we got would have to have been produced, and additional
funds would have to have been shelled out to advertising types to develop a marketing
strategy for the little tyke, just off the top of our heads. Second, the fact that toys weren’t available
for the holiday season doesn’t mean that those who want them won’t purchase them when they
are available. Heck, when Baby Yoda plushies showed up for
pre-order on Disney’s online store, the allotted number initially made available sold out in
a matter of hours. Disney was prepared for the character’s popularity;
by the time Baby Yoda action figures and toys are widely available between March and May
of 2020, everybody who wants one will be able to get one, and that basically means literally
everybody. Finally: $2.7 million may be a lot of money,
but to Disney, it’s freaking pocket change. This is the studio that released Avengers:
Endgame last spring, and that flick made $2.7 billion. The movie was one of six Mouse House releases
to make more than a billion bucks in 2019. Its theme parks and merchandise generate billions
in revenue every year; Disney+ picked up 10 million subscribers on its first day. Disney is doing just fine. No, we’re thinking that the approach to Baby
Yoda’s marketing was absolute genius, and it’s all down to a pleasant conversation that
Favreau and Glover had, discussing Beyoncé on their coffee break. Now, if Queen Bey’s next surprise video would
feature a dancing Baby Yoda, we’d really have something. We’re pretty sure we’re the first to have
that idea; we’ll take a nice fruit basket as a thank you or $2.7 million. Whichever is easiest. Check out one of our newest videos right here! Plus, even more Looper videos about your favorite
stuff are coming soon. Subscribe to our YouTube channel and hit the
bell so you don’t miss a single one.

100 thoughts on “The Reason The Mandalorian Has Reportedly Lost Disney Millions

  1. The “Mandalorian” isnt to blame for any potential loss of revenue. Disney marketing failed to anticipate the success of the show and played it safe. Blame the decision makers, the same imbecilic decision makers that destroyed the Star Wars franchise with the last trilogy of trash, but not “The Mandalorian”

  2. I've pre-ordered ALL the Baby Yoda toys. I'm not even a Star Wars fan. But the Child is STUPID ADORABLE . I'm in love , and now… I'm going to go back , and become schooled in the entire SAGA…. for The Child.

  3. Disney should be thankful they have a series from an already disintegrating franchise. A merch is just a bonus, with or without it, a possibility of the series to continue and be expanded is enough

  4. I'm gonna buy baby Yoda things all year! Doesn't matter if it's during the holidays because I'm buying it for my self! 😂😂

  5. It's not even pocket change to the house of mouse it's what they find in the couch cushion's………………………………………………………………. And it's not like their not going to make anyway.

  6. A loss? Ok, that's the stupidest thing I have heard yet. You can't loose what you haven't invested in. They missed an opportunity. And they missed a far bigger one. No European release! The series is in the running for the most pirated TV series in history! No they didn't loose anything..

  7. Half of Disney + subs are for this show what are you talking about. Who gives a fuck about toys when smartphones exist, plus switch mini.

  8. NO, typical media not fucking seeing the long game, how much is FREE ADVERTS and REAL, NATURAL VIRAL MARKETING, they didn't lose they won BIG FUCKING TIME, TD….

  9. Okay, it’s Glover’s fault my daughter’s Christmas was ruined (nah just joking she got her iphone)…oh well save me some $50 + probably.

  10. Tried to get a decent tshirt and toy and nothing decent was out there. How do you offer a non blended image print on a tshirt as a Disney product? Looked like it was printed at a flea market. Nothing against flea markets, they are a lot of fun. Keeping it a secret was a great idea and fully enjoyed it so guess we could not have it both ways.

  11. Everyone wants one! Even grown Men that haven't been into the films for years are bangin' on about the cute little bugger, as you say!…aawww!

  12. But they dont say that The Mandolorian saved disney plus. Bet at least 50% people that got disney plus, got it only for the show.

  13. Ah am I the only one smart enough to know they still could have had Hasbro make toys of him but wait to release the toys and marketing after the release of Mandalorian. Duh the companies are large enough they could have g day one it. A role out specifically after people new of baby Yoda. So they still lost money because it could have been timed to be exactly the week after everyone new of Baby Yoda!

  14. A loss?! Bullshit, they're still gonna sell them….plus 2.7 M for Disney it's like 5 bucks for us…🤦🏽‍♂️

  15. what a bullshit title this is. Its like i would tell to my self that i lost a lot of $$ because i did not work 7 days a week all year long. Oh and disney + has over 10 million subscriptions, most of them were for the mandalorian. So people had at last to get 2 months of D+ to see all episodes of the Mandalorian so that is 140 million dollar for Disney from the subscriptions.

  16. The 'loss' for Disney is a drop in the bucket. It will be MORE THAN made up for when the plush toys are available for everyone.

  17. @looper they saved more than $2.7M in marketing. Word of mouth is still by far the best marketing strategy.

    I see tons of merchandising opportunities from The Mandalorian series.

    Consumer demand will lead to supply.

  18. Oh no $2 million? Disney must really be taking that hit hard. I mean now they only got like $192 billion left in assets now. 🙁

  19. If baby Yoda was front and center instead of the cool badass Mandalorian: I know a lot of people who would never have watched it.

  20. Poor disney not getting 2 million dollars from their multi-billion dollar company… How will they ever survive? Bet they're using hundred dollar bills to wipe their tears away..

  21. Reading the titles of these videos makes me have a stroke. Easy solution : “Disney missed out on millions due to this choice.”

  22. Disney knows what theyre doing. You cant take a loss on something you never had. All the buzz will pay off even more when Baby Yoda toys debut.

  23. With all the crap that Disney got for resurrecting the “Emperor” (and deservedly so!) to try and spark interest in another apology for “Star Wars: the Final Insult”

    It was best to leave Baby Yoda as a pleasant surprise and not just another attempt to trade on dead characters.

  24. Imagine how crazy would it be with the meetings about "missed" opportunities and assumed it was "lost?" They're fine. Just look how fun they having playing.

    A struggling John Favarua in an Iron Man suit and an angry Mickey Mouse as Thanos in a lightsaber battle…

  25. It stands to reason that by not preparing baby Yoda toys they have increased demand which can be capitalized on.

    As 'The Mandalorian' continues it stands to reason demand will not diminish drastically.

  26. (Sigh) Disney didn’t lose anything. They had no intention of making merchandise available for the holiday. Tia like saying you lost you gf though she never even went out with you.

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