Price Wars – Episode VII – The Retailers’ Awakens

Yoda Darth Vader Cover photo

There isn’t any Christmas shopping if you haven’t bought any Star Wars related presents.

After 10 years of wait, the new Star Wars movie will be hitting the cinemas this December, Episode VII – The Force Awakens.

(For info, the Release date is set for the 16th of December in France for those who cannot wait and the 18th across the world.)

Xmas season is approaching rapidly and consumers are eager to get their hands on the perfect Christmas gifts for their children or big time Star Wars fans.

This is also a perfect strategy, timing for manufacturers to introduce derivative products from this opportunity as they will be sure to generate more revenue before the end of the year.

Lego have been really good at doing this and can be the perfect example to showcase this.

Cover Photo Darth Vader

Let’s take a look at one of the best sellers Lego have launched, the Star Wars Millennium Falcon – 75105

Star Wars Millennium Falcon – 75105

It would be interesting to see how retailers have positioned this product in terms of their pricing strategy:

PV - Lego Star Wars Millennium Falcon

As you can see above, with the “Search” function provided in Price-Veille, it is simple to search for a particular product (Ref.75105) you are looking for.

Auchan.fr have set a price tag of 149.90€  for the Millennium Flacon whereas CDiscount has priced theirs 16% cheaper at 125.91€.

Jouet Club, King Jouet & Toy R Us  have all adopted to go for the same pricing strategy at 149.99€ which is an increase of 0.06% in comparisons to Auchan.fr.

Maxitoys on the other hand is 1 cent cheaper than the 3 retailers mentioned above priced at 149.98€ which is a decrease of 0.01% or +0.05% compared to Auchan.fr.

Because we are still in the Star Wars theme, let take a look at another product Lego has manufactured.
It would be a pity not to speak about the one and only Darth Vader or in Lego terms, Star Wars Darth Vader – 75111

Lego-Star-Wars-75111-Darth-Vader

Same as above, with the “Search” function let’s look at how retailers have positioned this product (Ref.75111):

PV - Lego Star Wars Darth Vader

Amazon & Cdiscount have both set a price tag of 26.62€ for the Darth Vader Lego which is 12.66% cheaper than Jouet Club, King Jouet & Toys R Us at 29.99€.

Maxitoys on the other hand is using the same strategy as the product we looked above. It is 1 cent cheaper than the 3 retailers mentioned above priced at 29.98€ which is a decrease of 0.01% or +12.60% compared to Amazon.

Meanwhile Auchan.fr who is pricing their at 29.90€ which is a difference of 12.23% compared to Amazon.

Price-Veille allows you to have an overview and how Retailers compete within the “Toys market”. This can be viewed on the screen capture below for the Lego Star Wars category:

PV - Lego Star Wars Comparisons

Last but not least, please find 2 animations from Lego regarding these toys as well as the trailer of the new movie for those who have not seen it.

Enjoy and May the force be with you!

Star Wars Millennium Falcon – 75105

Star Wars Darth Vader – 75111

Star Wars: The Force Awakens Trailer (Official)


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