Hasbro has opened pre-orders for the "Ultimate Grogu," a 1:1-scale animatronic figure of the popular Star Wars character [1].
The release represents a push into the high-end collectible market, targeting adult fans willing to pay a premium for movie-accurate robotics. By leveraging the character's widespread popularity, Hasbro aims to bridge the gap between traditional toys and professional animatronics.
The figure is designed to mimic the behaviors of a child. According to product details, the animatronic can babble, walk, and react to touch [1, 2]. It is also capable of simulating the use of the Force [2].
Pricing for the collectible varies slightly across reports. Some sources list the price at $600 [1], while others cite $599 [3] or $599.99 [4]. The product will be sold in the U.S. [3].
Pre-orders for the figure began on April 30, 2024 [1]. A prototype of the device was previously showcased at Hasbro's headquarters to demonstrate its range of motion and interactive capabilities [1, 3].
“The animatronic can babble, walk, and react to touch.”
The introduction of the Ultimate Grogu signals a strategic shift toward 'prosumer' electronics in the toy industry. By pricing a single figure at approximately $600, Hasbro is pivoting away from mass-market children's toys toward the luxury collectible segment, where high margins are driven by technical sophistication and brand loyalty rather than volume sales.
