May the Merch Be with You: The Mandalorian and Grogu

When “Baby Yoda” first appeared on Disney+ in 2019, the world lost its mind. Seven years later, Star Wars: The Mandalorian and Grogu is bringing the beloved character to the big screen for the first time, backed by a licensing program as universal as his appeal.

“Star Wars: The Mandalorian and Grogu is a major brand moment for Star Wars — a return to theaters powered by characters with proven cross-generational connection,” says Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. “The new film acts as a plugin to our brand flywheel by activating a focused strategy across storytelling, product, and fan engagement. It also provides one unified, global moment to bring together longtime fans and newer audiences who entered through Disney+, consumer products, and social media.”

With the film arriving in theaters this week, Disney and Lucasfilm have launched to lightspeed, joining forces with companies across toys, games, apparel, collectibles, accessories, lifestyle, and more. Some toymakers showing the way include The LEGO Group with LEGO SMART Play building sets; Jazwares’ Micro Galaxy Squadron collectibles, Squishmallows, and costumes; Mattel’s Grogu Deluxe Basic Plush Figure; Kids Preferred baby toys; Funko Pop! figures; and a life-size Grogu from Hot Toys.

As Star Wars’ master toy licensee, Hasbro is approaching this launch differently than The Mandalorian’s Disney+ debut. While the series’ initial tie-ins were limited in scale — due in part to the secrecy surrounding the “Baby Yoda” character — the sci-fi franchise’s return to theaters is an opportunity for Hasbro to go bigger than ever, creating an expansive program that balances fans of all ages. 

“Our responsibility is twofold: to serve longtime fans with the authenticity and nostalgia they expect, while also engaging today’s kids with products designed around how they play now,” says Adam Biehl, Head of Disney Action Brands at Hasbro. “While these audiences have different needs, they’re intrinsically connected. We view this as fostering a lifelong love of toys that sparks the passion early and continues to reward it as fans grow up and stay connected to the brand.”

For adult fans, Hasbro introduced new characters to its 6-inch The Black Series and 3.75-inch The Vintage Collection action figure lines, including The Mandalorian, Grogu, Colonel Ward, and Imperial Remnant Stormtroopers. Meanwhile, kids can grab new ActionVerse 4.5-inch figures and vehicles, alongside additional releases such as Monopoly Star Wars: The Mandalorian and Grogu Edition, Action Buddy Grogu, The Mandalorian Mask & Blaster Set, NERF The Mandalorian Rocket Gauntlet, and Grogu-inspired Furby Furblets.

Rather than develop separate lines for each demographic, Jada Toys decided to walk both worlds at once. Its AT-AT and AT-RT remote-control vehicles appeal to kids with their interactive, play-forward features, while the screen-accurate detailing captures the attention of longtime droid drivers. 

“This is a category that we have been working on building: collector R/C,” says Michael Jimenez, Vice President of Marketing at Jada Toys. “The AT-AT and AT-RT are instantly recognizable within Star Wars, and their walker design naturally lends itself to a more dynamic, feature-driven experience… For us, it’s about taking something iconic and giving it motion and personality — something collectors can appreciate visually, but also engage with in a hands-on way.”

As the franchise’s first theatrical release since The Rise of Skywalker in 2019, The Mandalorian and Grogu offers Star Wars the chance to expand beyond traditional toys and take advantage of today’s trends. Pop Mart, for example, has launched a new series of surprise boxes — the Grogu Tiny But Mighty Series. These mystery figures feature the character in an assortment of adorable situations, from meditating to munching on macaroons. 

Other fashion-forward brands are heading to a galaxy far, far away, with products like Igloo coolers, JoyJolt drinkware, personal care items from Bath & Body Works and Olive & June, Crocs, Ray-Ban sunglasses, and interplanetary pet products from BARK. 

While fan chatter indicates that The Mandalorian and Grogu could be the finale of bounty hunter Din Djarin’s story, it’s the first act of a new era for the Star Wars franchise. In 2027, the saga continues with its next theatrical installment, Star Wars: Starfighter, sending the hype into hyperdrive just in time for Star Wars’ 50th anniversary celebration. 

In the interim, Disney is expanding its consumer products empire with Star Wars Most Wanted, a year-long campaign that smuggles the most fan-requested merchandise onto store shelves worldwide. Whether consumers are after collectibles, costumes, or kyber crystals, one thing’s for sure: these are the drops they’re looking for.

A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!

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