Baby Yoda

Part
01
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Part
01

Baby Yoda Search Statistics

Neither Google nor social media platforms typically release their raw search data, likely to make it more difficult for advertisers and others to easily game the system. However, in addition to being able to gauge relative popularity through Google Trends, a few details have made it into the public domain due to the amount of press attention Baby Yoda has garnered in recent months:

Google Searches

  • "Disney Plus" was the top-trending overall search in the US, boosted by Baby Yoda's popularity. "Baby Yoda" topped the list of baby-related searches, beating out "Royal Baby" despite the hype associated with the latter.
  • At its peak in April, "Royal Baby" still received only about 75% of the searches that "Baby Yoda" did in its peak in the first week of December.
  • Baby Yoda has been trending down since its peak and currently receives less than half as many searches; interest in Disney Plus and The Mandalorian has similarly dropped off, though with a brief rise during the holiday season; we hypothesize that was due to people on vacation deciding to binge-watch the show.
  • Utah proved to be the state with the most Google searches for Baby Yoda, followed by Rhode Island, Colorado, Oregon, and Washington state. The fewest searches came from Alabama, Hawaii, the District of Columbia, Georgia, Louisiana, and Mississippi.

Social Media Popularity

Part
02
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Part
02

Baby Yoda- Merchandising

Due to the high degree of secrecy surrounding Baby Yoda, the only official merchandise available for the character so far are simple-to-make items like t-shirts and mugs. Plushies, toys, and even a Build-A-Bear are on their way, but still won't be available for months.

Merchandise Delays

  • Due to the secrecy surrounding the character before The Mandalorian debuted, merchandise of the character is still not available through official channels.
  • This parallels the merchandising situation of the original Star Wars (now A New Hope) in which toys were not available by Christmas of 1977 despite high demand. This ultimately did not hurt sales of the toys, as evidenced by gross sales of over $100 million for toys of the first movie.
  • Stephen J. Sansweet, an author and former Lucasfilm exec, writes that "true consumer-driven demand, not some false sense of need created by a massive advertising campaign or hype, became what propelled the products" of the original Star Wars.
  • According to Richard Gottlieb, founder of Global Toy Group, toy prototypes are typically revealed 15 months before their target Christmas season, making it almost impossible that Baby Yoda would not have been leaked if Disney had tried to have them ready in time for Christmas 2019.
  • Stephanie Wissink, a Jeffries consumer products analyst, believes that Disney withheld the toys to "create excitement."

The Imperial Merch

  • Within weeks of Baby Yoda's revelation in-show, "the online Disney store had available for purchase some simple-to-make items: T-shirts and phone cases with the character’s image and bobbleheads." The official page can be found here.
  • Other Mandalorian toys, such as a simple Lego set and a Nerf "rocket gauntlet," notably, do not feature The Child in any way.

Plushie Wars

  • Delays in official merchandising resulted in several individuals selling unlicensed Baby Yoda plushies on Etsy.
  • Disney issued several takedown orders on accounts using the words 'Star Wars,' 'Mandalorian,' and 'Yoda,' prompting Etsy to suspend the listings.
  • Disney has begun taking pre-orders on its own, official Baby Yoda plushie, but these will not be available until March 1, 2020.

Build-A-Baby-Yoda

  • Build-A-Bear CEO Sharon Price John debuted the stuffed animal at the ICR Conference in Orlando, Florida on January 14, 2020.
  • "I'm excited to share we will be one of the first companies to provide the digital and internet phenomenon who is trending higher than all the presidential candidates combined," she said.
  • Business Insider notes that "high-profile partnerships with companies like Disney and Lucasfilm are crucial to Build-A-Bear's business as customers seek out iconic characters in stuffed-animal form."

Funko Pop Toy

  • A Funko Pop Baby Yoda toy is being sold on Amazon and has jumped to the #1 slot, with a larger version in the #3 slot, despite the fact that the toy will not actually be available until May 15, 2020.
  • A Funko representative told Business Insider that "fans, press, and retailers have been absolutely blown away by the response" to the toy.
  • According to showrunner Jon Favreau, Disney deliberately hid evidence for Baby Yoda to avoid spoilers before the series aired, which involved secretly sending materials to their retail partners ahead of time.
Part
03
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Part
03

Baby Yoda- Press Mentions

Below are 22 headlines about Baby Yoda since his debut, along with brief descriptions of the article content.

Part
04
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Part
04

Baby Yoda- Memes, & GIFs

  • We have compiled a total of 50 Baby Yoda memes and GIFs in the attached project spreadsheet, with the GIFs starting at slide 40. Unsurprisingly, nearly all memes play off of the character's incredible cuteness and expressiveness, with many posters using the Child as a stand-in for their younger selves.
Sources
Sources

From Part 03