“The Mandalorian” premiered almost a year ago, serving as the biggest enticement to subscribe to Disney’s startup streaming service. The launch exceeded any reasonable expectations, but with Disney facing a much-altered media galaxy, there’s even more pressure on the live-action “Star Wars” series to deliver a big bounty to the studio.
“‘The Mandalorian’ is hugely important because it’s probably the biggest entertainment property right now,” Zak Shaikh, vice president of programming and entertainment at research-based media firm Magid, told CNN Business. “It’s like how ‘Game of Thrones’ was vital to HBO.” Shaikh noted that “The Mandalorian” is No.1 in Magid’s biweekly study that looks at how engaged viewers are with a particular show. It outranks other series, including “This Is Us” and “Stranger Things.” “It shows how old intellectual property can continuously be refreshed,” he said. The show’s popularity offers an opportunity to cash in on other fronts, most notably merchandising, after the studio appeared to leave lots of money on the table last holiday season because of a lack of products tied to the “Star Wars” series. Part of that had to do with a stated desire not to spoil the show’s “Baby Yoda” surprise, but Disney clearly looks intent on rectifying that this fall: A quick visit to its ShopDisney website finds 160 available items, with everything from toys and apparel to cufflinks and bedspreads.
