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It's official: Baby Yoda is the #1 toy sold at Amazon

4 months ago by Joshua Fruhlinger in Consumer, Retail

Disney's ($NYSE:DIS) merchandising team is having a bad week despite the fact that they have the most in-demand toy on their hands. That's because in the afterglow of the internet's love affair with The Child (AKA Baby Yoda) from Disney Plus' The Mandalorian, there's hardly a single product to be had.

But new sales-rank data from Amazon shows that despite a paucity of available Baby Yoda product, one of the few toys that has hit the e-commerce giant has already jumped its way to the number-one spot. As of this morning, the "Funko Pop! Star Wars: The Mandalorian - The Child" figure, which sells for $8.78, is the #1 best-seller in Amazon's ($NASDAQ:AMZN) Toys category.

And it's already sold out, even as a pre-order. Meanwhile, pre-order slots are being sold on eBay for as much as $129, or 15x the cost of the toy at Amazon.

Amazon Toys Rank 12/5


List Price


Funko Pop! Star Wars: The Mandalorian - The Child



PlayMonster 5 Second Rule Game - New Edition



Hasbro Guess Who Classic Game



The Elf on the Shelf: A Christmas Tradition



Nerf N Strike Elite Strongarm Toy Blaster with Rotating Barrel, Slam Fire, and 6 Official Nerf Elite Darts



Basic Fun Lite-Brite Ultimate Classic Toy



Jenga Classic Game



L.O.L. Surprise! Glitter Globe Doll Winter Disco Series with Glitter Hair



Hasbro Connect 4 Game



ThinkFun Gravity Maze Marble Run Logic Game and STEM Toy for Boys and Girls Age 8 and Up



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


Consider this: The movie brand that invented product merchandising and the entertainment company that has stores and theme parks around the world failed to have Baby Yoda products available upon the new series' release. This is highly unusual for a company that is usually ahead of the ball with these things. It's possible that less-than stellar sales for Porgs, the big-eyed birds from Star Wars: The Last Jedi had them gun shy, but the internet's obsession with Baby Yoda paired with the validating sales numbers we're seeing here for the few available products has got to sting just a bit.

It's possible that the merchanidising team didn't understand how cute Baby Yoda is. It's also possible that they weren't aware that the holidays are just around the corner. So far, six products from The Mandalorian have made their way to Amazon's top-100 across three categories, including the aforementioned Funko Pop! Baby Yoda figure.



Category Rank (Min)

Funko Pop! Star Wars: The Mandalorian - The Child

Toys & Games


Star Wars: The Black Series 6\" The Mandalorian Figure

Toys & Games


Disney Pin - D23 EXPO 2019 - Star Wars - The Mandalorian

Entertainment Collectibles


Skechers Men's Star Wars Legacy Vulc Mandalorian High Top



Star Wars The Vintage Collection The Mandalorian Toy, 3.75\ Scale Action Figure

Toys & Games


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

Toys & Games


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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