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Baby Yoda (AKA "The Child") is taking over Amazon's Toys & Games Category

1 month ago by Joshua Fruhlinger in Retail

By now you've heard of Baby Yoda, also known as "The Child", the adorable, tiny, floating-in-an-egg character that has millions of Disney+ ($NYSE:DIS) viewers swooning. Viewers have been adoring Baby Yoda since The Mandalorian first launched on Disney's new streaming service in November, flooding social media with images and memes featuring The Child.

In an inexplicable move for a company usually to lock-step with marketing efforts, there wasn't a single The Child toy or product for sale in time for the upcoming holidays. This, from the same company and franchise that invented movie and TV product marketing.

And yet, as we reported before, Baby Yoda sailed to the top spot in sales ranks at Amazon as a pre-order that won't even ship until this spring. Since then, more manufacturers have rushed to launch products and score a slice of the hype. As of this week, at least 7 products have made it to Amazon's (NASDAQ:AMZN) top-100 in the site's Toys & Games category. And not a single one of them is available yet.

So far, the best-seller in Baby Yoda lore remains the "Funko Pop! Star Wars: The Mandalorian - The Child" figure that raced to the top before the holiday. This $8.78 toy has averaged a sales rank of just 18.31 across a full 29 days since it's been for sale. This product has sold so well as a pre-order that Amazon isn't currently even accepting orders. Instead, it asks customers to request to be emailed when it becomes available.

The "Star Wars The Black Series The Child Toy 1.1-Inch The Mandalorian Collectible Action Figure" has become the second best-selling Baby Yoda product, averaging a 34.52 sales rank across 23 days. It will ship on May 18, 2020.

The third best seller so far has been the softer, cuddly "Star Wars The Child Plush Toy, 11-inch Small Yoda-like Soft Figure from The Mandalorian" which has averaged a sales rank of 46.57 across 21 days. It's already such a good seller that it's nearly impossible to find on Amazon's site and, like other products here, doesn't have a release date listed.

The full list of the 7 Baby Yoda products, average sales rank, and number of days in the top 100 are listed below. 



Avg Rank

Days Ranked

Funko Pop! Star Wars: The Mandalorian - The Child

Toys & Games



Star Wars The Black Series The Child Toy 1.1-Inch The Mandalorian Collectible Action Figure, Toys for Kids Ages 4 and Up

Toys & Games



Star Wars The Child Plush Toy, 11-inch Small Yoda-like Soft Figure from The Mandalorian

Toys & Games



Star Wars The Child Talking Plush Toy with Character Sounds and Accessories, The Mandalorian Toy for Kids Ages 3 and Up

Toys & Games



Star Wars The Child Toy The Mandalorian 6.5-Inch Posable Action Figure, Toys for Kids Ages 4 and Up

Toys & Games



Funko Pop! Star Wars: The Mandalorian - The Child, 10\ Super Sized Pop!"

Toys & Games



Star Wars The Bounty Collection The Child Collectible Toys 2.2-Inch The Mandalorian “Baby Yoda” Sipping Soup, Blanket-Wrapped Figure 2-Pack

Toys & Games



As these products become available, and as those "Currently Unavailable" and "Ships Soon" buttons turn to "Add to Cart", we expect Baby Yoda to dominate Amazon's Toys & Games category.

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales, and app ratings - and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Joshua Fruhlinger

Joshua has been writing about technology, lifestyle, and business for over 20 years. He's one of the original writers and editors for Engadget, and still writes a...

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