Star Wars

Did you know?

A galaxy far, far away that changed cinema — and toy collecting — forever. Here's the story behind the Star Wars figures you're collecting.

• The greatest merchandising story ever told. Star Wars holds the Guinness record as the most successful film-merchandising franchise ever — over $20 billion in licensed retail, with the wider franchise estimated around $42 billion.
• The deal that built an empire. In 1977 George Lucas cut his own director's fee to keep the merchandise and sequel rights — a decision that later saw him sell Lucasfilm to Disney for around $4 billion.
• The toys that started an industry. Demand was so high in 1977 that Kenner sold an "Early Bird" empty box promising figures later — and still shifted $100 million in toys across 1977–78.
• The most prized vintage line. Original Kenner Star Wars figures are among the most collectible items in the hobby — the line that made action figures a phenomenon.
• Still a giant. From The Black Series to S.H. Figuarts, Star Wars remains one of the most collected franchises on the planet.