The big business of 'Star Wars'

So much for a "Frozen" hangover.

Hours ahead of the much-anticipated unveiling of the new "Star Wars: The Force Awakens" toys, analysts are placing their bets as to just how much of a boost the new franchise could contribute to Disney and Hasbro.

All new 'Star Wars" toys set to go on sale at Toys R Us on Sept. 4, 2015.
Source: Toys R' Us

JPMorgan analyst Alexia Quadrani on Tuesday estimated that a 200 percent increase in global licensing and retail sales could add $500 million in revenues to Disney in fiscal 2016.

On Wednesday, Piper Jaffray analyst Stephanie Wissink upgraded shares of Hasbro to "overweight" from "neutral," saying that 12 percent growth in the "Star Wars" and boys' category could contribute to 5 percent overall growth in the second half of this year.

The franchise is expected to contribute to the toy industry's best year in more than a decade.

"We expect media attention surrounding 'Star Wars' will grow over the next few months, keeping the brand/property front of mind for consumers," Wissink said. "Early indications suggest a trifecta of consumer cohorts—collectors, dads/men, and kids—are staged to embrace the unveiling of a new trilogy."

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Quadrani looked to historical performances from the "Star Wars" and "Frozen" franchises to predict revenues in Disney's consumer products division could increase 13.4 percent in 2015, to $4.5 billion.

She pointed to the fact that in the first five quarters following the release of "Frozen," operating income in the division rose 29 percent. According to the NPD Group, "Frozen" contributed $531 million to the industry's $18.08 billion in retail sales last year.

And back in 1999, when the latest "Star Wars" trilogy was released, sales of the franchise's licensed merchandise increased 400 percent over the course of a few months.

"We believe a similar increase is possible with the significant new merchandise rollout and promotion ahead of the new film release," Quadrani wrote.

As for Hasbro, Wissink noted that the most recent "Star Wars" film represented $500 million in annualized toy revenues for the company, and closer to $750 million in toy sales. And with its license not set to expire until 2020, the toymaker will participate in the entire trilogy, which is expected to conclude in 2019.

Disney's new "Star Wars" toys will be unveiled on YouTube during an 18-hour event that kicks off Thursday. Then, at midnight local time on "Force Friday," retailers including Toys R Us and Wal-Mart will host exclusive events and giveaways to celebrate the launch.

The NPD Group research firm predicts toy industry sales will increase 6.2 percent this year, which would mark its best performance in more than a decade. Some analysts, however, have expressed concern about the strength of overall consumer spending in the back half of the year, as stock markets continue their wild swings.

"The Force Awakens" hits theaters Dec. 18.