Star Wars New Hope was the one of the few films to successfully market toys based on the film. In fact, it did so well that Kenner was overwhelmed by the demand for the toys by the Christmas season. Since Kenner didn’t have them ready, they instead released the “Early Bird Package”. The package contained a certificate that could be mailed to Kenner to receive the first four figures they released; Luke Skywalker, Princess Leia, Chewbacca and R2-D2. The package also had a diorama stand, some stickers, and a Star Wars fan club membership card.
Kenner released more figures, and even a year after the movie had released was still having troubles keeping up with the demand for toys. When getting ready for the sequel, Empire Strikes Back, to release, Kenner offered its first ever mail-in promotion. The Mail-in promotion was that if you sent in four proof of purchases you’d get a new Boba Fett action figure. The promotion did well, so more were offered throughout the year.
By 1985, the demand for Star Wars finally slowed down, and Kenner discontinued the action figures. Although, that wasn’t their last of Star Wars, as they’d start a new line in 1995.
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