The history of Kenner’s original Star Wars action figures, one of the most iconic collections in the world, reads almost like a Star Wars movie itself. These beloved toys, which captured the imagination of millions, were nearly not created, having their genesis in a tale of missed opportunities, last-minute deals, and ingenious marketing strategies.
Lucas and Kenner Make a Deal
The first Star Wars movie arrived in May 1977, and it was in that same year that Kenner manufactured the first Star Wars action figures. But this partnership between Star Wars creator George Lucas and Kenner was not easily established. Lucas, who was notoriously secretive about his groundbreaking film, waited until just a few months before the movie’s release to seek a toy company to manufacture merchandise. Major toy manufacturers, including Mattel and Mego, were reluctant to enter a partnership because of the tight timeline. They were also skeptical about the potential popularity of the film, doubting that it would generate sufficient interest to justify the production of associated toys.
However, George Lucas found an ally in Bernard “Bernie” Loomis, who was the president of Kenner at the time. Loomis saw potential in Lucas’s ambitious project and was willing to make a deal. Surprisingly, this agreement stipulated that Lucas would receive only 5% of Kenner’s toy earnings from the Star Wars merchandise as long as Kenner maintained a minimum of $10,000 in royalties yearly.
The Star Wars Franchise Explodes
Despite securing a fantastic deal, Kenner faced a significant challenge: they were short on time. With the Christmas season looming, there was insufficient time to design, manufacture, and distribute action figures to coincide with the film’s release. Kenner, however, had a creative solution to this predicament. Instead of selling physical action figures, they sold the promise of them. This idea resulted in the legendary Star Wars Early Bird Certificate Package.
The package did not contain any toys. Instead, it held a certificate that guaranteed the owner the right to receive the first four Star Wars action figures: Luke Skywalker, Princess Leia Organa, R2-D2, and Chewbacca, when they were produced. The promise of these figures was enough to make the Early Bird Certificate Package one of the most sought-after holiday gifts in 1977.
After the first film was released, it was a massive hit. Thus, the Kenner action figures became one of the largest toy manufacturers ever. The Star Wars franchise now extends into countless mediums with innumerable different takes on the intergalactic masterpiece.
Conclusion
The saga of the original Star Wars action figures is a testament to the power of innovative thinking and strategic partnerships. Kenner’s Star Wars toys would become some of the most famous and well-known action figures in history, etching a permanent mark in the annals of pop culture merchandise. Despite a risky start, these toys, like the Star Wars franchise, have achieved enduring popularity and success.
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About the Author
Author: Chris Ingledue
Contact: email
Bio: I am the founder and owner of Wheeljack’s Lab pop Culture and Toy Shop. My vision has always been to reunite customers with their favorite childhood toys and pop culture, triggering fond memories, and reigniting their imaginations. Every day, I work in the “lab” where it’s Christmas 365 days a year. I scour the internet, like when we had the Sears Catalog of yesteryear, for the next great treasure. Then, I await the arrival of the postman as if he were Santa Claus himself and helping collectors worldwide with their versions of Christmas. Every day as a vintage toy buyer is an absolute joy!