‘Star Wars’ Toys Aren't Just For Boys Anymore as Rey Takes Over

  • Retailers tested by drive to sell more merchandise for girls
  • The franchise had been `the biggest boys' brand in history'

Walt Disney Co. has what could be its most formidable heroine ever in Rey, a main character in “Star Wars: The Force Awakens.” She could be a merchandising juggernaut too.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.