Sales of Baby yodas merchandise dropped to its lowest level in five years on Friday after it sold a record 709,000 copies during its opening week, the first time it has failed to match the record sales of last year.
Sales of Baby Yoda merch and the accompanying merchandise products, including T-shirts, figures, video games and collectibles, hit a new low of 634,000 in the two weeks ending Feb. 26, a number that would be surpassed only by a record-breaking $6.6 billion for Disney Pixar in 2012, according to Nielsen data.
The company’s record sales are driven by the fact that Baby Yodas popularity among younger children has reached an all-time high in the United States, according the Toy Industry Association.
Baby Yods sales also are helped by the popularity of its other animated characters, such as Mickey Mouse, Minnie Mouse and Pluto, who also make up the majority of Baby’s merchandise.
According to Nielsen, Baby Yodo sales reached $8.3 billion in 2013, with $4.4 billion of that coming from toys, and $2.9 billion coming from merchandise.
It is the second-biggest animated movie in history behind the Disney movie “Cars 2.”
Baby Yodles popularity has been rising steadily since Disney announced plans to release the first three Baby Yodeas in theaters on March 6.
Last week, Baby was seen by over two million people in more than 30 million locations around the world.
Sales were up 6% for ToyBiz, which represents the biggest toy retailing network in the world, according its data, to $2 billion in sales during the first two weeks of Feb. 27.
The company said the Baby Yodes merchandising business has grown from $600 million in 2011 to more than $7 billion in the first quarter of 2016.
Baby Yoda merchandise is expected to be the company’s biggest product in years as it continues to build up its own branded toys line and expand its existing distribution network.
Its merchandise and merchandisers account for $8 billion in revenue in its U.S. and Canada businesses.