We spoke to Hasbro’s Star Wars design director to discover how the most anticipated toy line of all time is created.
When I was a kid growing up, Christmas day meant one thing: more Star Wars toys. I couldn’t get enough of those beloved 3 and 3/4-inch Kenner action figures. Luke Skywalker in Jedi Knight Outfit, Han Solo in Hoth Gear, and my favorite, the yellow and green alien Amanaman, just because he looked so weird. And I wasn’t alone in my love. Matter of fact, the first line of Star Wars action figures produced by Kenner (since acquired by Hasbro) between 1978 and 1985 sold 300 million units and brought in £3.8 billion in revenue. That’s astounding considering the six films to date have brought in only a little more–just over $4 billion at the box office. And when Hasbro relaunched the Star Wars action figure line again in 1995, sales of its figures took in an additional $5.5 billion over the next 16 years.