Disney Loses Potential $2.7M in Missed Amazon Sales on “Baby Yoda”​

According to recent research by The Hustle and Amazon merchant tool Jungle Scout, the term “baby yoda” was searched over 500k times on Amazon alone this past month, following the success of the cute little guy debuting on Disney+’s Star Wars: The Mandalorian last month. That’s a 40,874% increase over the previous 30-day period.

Don’t believe it? Start typing “baby…” on Amazon and you’ll see just how much it’s trending:

The report also claims that the top 47 “Baby Yoda” products on Amazon, which are largely fake and unofficial, have sold an average of 1,842 times each, at an average of $23 per product. Through some estimation and fancy math, Jungle Scout estimates this will have cost Disney roughly $2.7M in lost revenue during this holiday season, at the very least. Though that’s not even the craziest part.

Adding to the chaos is the fact that the term “baby yoda” was never even trademarked by Disney, as it’s not technically his name in the show, leaving the door wide open for sellers to reap the benefits through this legal loophole. According to World Trademark Review, “there are currently zero applications filed for BABY YODA by Disney or any third-parties.”