What opportunities are there to engage fans with the brand and merchandise in an increasingly competitive space?
5000 survey respondents
52 qualitative interviews

Although remaining incredibly popular, little was known about fan engagement, affinity and merchandise interest following the Disney take over of the Star Wars franchise. We helped Disney to look at both child and adult engagement and devise a pan-European merchandise strategy.


Multi-territory analysis of Star Wars fandom; focusing on children’s and adult’s engagement with various touchpoints, and how they could be optimised to increase sales of consumer products across categories, both now and in the future. 


Successful planning of the brand’s merchandise strategy across Europe, as well as influencing Star Wars’ overall approach to engaging diverse audiences, in particular the children.