AdvertisementSKIP ADVERTISEMENTYou have a preview view of this article while we are checking your access. When we have confirmed access, the full article content will load.The movie, which cost $300 million to make and market, was expected to collect about $102 million from Thursday through Monday at domestic theaters.Listen · 4:34 min “Star Wars: The Mandalorian and Grogu” was intended to sell toys as much as movie tickets.Credit...Andres Kudacki for The New York TimesMay 24, 2026, 1:33 p.m. ET“Star Wars: The Mandalorian and Grogu” got off to a strong start at the box office, analysts said on Sunday. The movie was on pace to collect about $102 million from Thursday through Monday in North America, easily enough for No. 1.But this was never just about selling tickets.“The Mandalorian and Grogu,” a PG-13 fantasy, marks a reboot of sorts for the “Star Wars” franchise, which has been absent from movie screens for nearly seven years. Disney decided in 2018 that it had pushed too hard when it had tried to make a “Star Wars” movie every year; the fandom was not expanding as the company had hoped, particularly among children.But hitting the brakes resulted in a slowdown in crucial related businesses, notably sales of themed merchandise like toys, bedsheets, clothes and collectibles.ImageThe new movie marks a reboot of sorts for the “Star Wars” franchise, which has been absent from movie screens for nearly seven years.Credit...Andres Kudacki for The New York TimesIn looking to breathe new life into the franchise, Disney decided that “The Mandalorian and Grogu” was its best option. Grogu, colloquially known as Baby Yoda, had been a merchandising star when first introduced in a Disney+ series in 2019. The little guy (he stands 14½ inches tall) could also help Disney attract children to theaters in larger numbers, the company said. Studios periodically try to “age down” movie franchises in an effort to appeal to new generations of consumers.“The Mandalorian and Grogu” could also renew interest in “Star Wars” theme park rides, the company decided. In recent weeks, the characters were added to the Millennium Falcon: Smugglers Run attractions at Walt Disney World in Florida and Disneyland in California. (In the words of MickeyVisit, a site unaffiliated with Disney that focuses on theme park vacation planning: “Grogu waves. It’s adorable.”)Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe.AdvertisementSKIP ADVERTISEMENT