Have you heard all those rumors that Star Wars is floundering as a toy line?  All lies.   The Hollywood Reporter confirms that in 2010-- a non-movie, non-major release year, that our favorite space brand brought in a whopping $510,000,000.  This includes both Hasbro and LEGO products.

The article states "with sales of more than $510 million last year, Star Wars also maintained its position as the bestselling boys toy license in the U.S. for the third consecutive year, according to Lucasfilm and research firm NPD Group."  Seeing as how many of us viewed 2010 as a slow year for new releases, that's pretty remarkable stuff.

Obviously, the line is in no danger of slipping away any time soon.  Keep in mind that while collectors are very eager to buy new Hasbro product, it's kids that are driving LEGO sales to a preposterous degree.  At this time it is not known exactly how much of Star Wars toy sales are LEGO versus Hasbro, but the marketplace being able to support $100 large-scale vehicles from Hasbro and licensed LEGO Star Wars T-shirts  shows that both categories remain extremely strong.