TOY CRAZES

Hello ladies and gents this is the viking telling you that today we are talking about

STAR WARS ACTION FIGURES

The Kenner toy company produced a line of Star Wars action figures based on characters in the original Star Wars movie trilogy. Over 100 unique action figures were produced and sold from 1978 to 1985, during which time over 300 million Star Wars action figures were sold.

The license for Star Wars action figures was offered in 1976 to the Mego Corporation, which was the leading company in action figures in the 1970s. Mego refused the offer and the license was subsequently picked up by Kenner, a subsidiary of General Mills. Star Wars: A New Hope was the first film to successfully market toys based on the movie. In fact, they were so successful that George Lucas independently used the funds to finance the next two movie chapters, The Empire Strikes Back and Return of the Jedi . 

Although the original Star Wars film had been released in May 1977, Kenner was unprepared for the unprecedented response to the film and the high demand for toys, mainly due to George Lucas's unwillingness to provide character/vehicle designs for fear his creations would be plagiarized by movie/tv competitors. Unable to build sufficient stock in time for the lucrative Christmas market, they instead sold an "Early Bird Certificate Package" which included a certificate which could be mailed to Kenner and redeemed for four Star Wars action figures. The first four figures to be distributed were Luke Skywalker, Princess Leia, Chewbacca and Artoo-Detoo (R2-D2). The box also contains a diorama display stand, some stickers, and a Star Wars fan club membership card.

By the time the action figures were offered for direct sale in shops, the range had been augmented with a further eight figures -- See-Threepio (C-3PO), Darth Vader, Stormtrooper, Ben (Obi-Wan) Kenobi, Han Solo, Jawa, Sand People and Death Squad Commander -- bringing the total number of figures in the initial release to twelve. These were supplemented later in 1978 with a number of vehicle and playset accessories, as well as the J.C. Penney exclusive Sonic controlled landspeeder and the Sears exclusive Cantina adventure playset which introduced four new figures.

The four figures that were first brought out in the Sears Cantina set were released for individual sale with a further four figures later in 1978, bringing the total number of figures to 20. Demand for the action figures and accessories was such that Kenner continued to have difficulty fulfilling demand. Shortages of the toys in the lead up to Christmas 1978 led some to claim that Kenner was deliberately manipulating the market. Sales of Kenner's Star Wars range in 1978 reached 40 million units, accounting for a revenue of $100 million.

In the anticipation of the release of the sequel movie The Empire Strikes Back, Kenner offered its first mail-in promotion, in which four proof of purchases could be redeemed for a new action figure, Boba Fett. This figure was originally intended to feature a backpack with a firing missile, but this was abandoned due to safety concerns. Similar mail in promotions were periodically offered through to 1984.

Sales in 1979 again topped $100 million. Kenner continued to introduce waves of action figures from the sequels and in 1984, the year following the release of the movie Return of the Jedi, the range totaled 79 unique character designs (not including the retired versions of R2-D2 and C-3PO).

In 1985, the figure range was renamed Power of the Force in which a further 15 figures were released. Two further ranges of Star Wars action figures were also released, based on the animated series, Star Wars: Droids and Star Wars: Ewoks. The Droids range comprised 12 figures (two of which were identical to figures from the main Star Wars line) and the Ewoks line comprised six figures.

By mid-1985, the demand for Star Wars merchandise had slowed and Kenner discontinued production of its action figures

I hope you liked this post and as always have a chilled day from the Viking.