Heir to the Empire

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At a time when Star Wars is so firmly entrenched in our culture and so seemingly ubiquitous, it’s hard to imagine a moment when it had all but disappeared from sight.

But that was exactly the time we faced back in the late eighties.

Star Wars had a phenomenal run during the release of the original trilogy. The films broke all box-office records. The toys sold like hot-cakes. Younger incarnations of us boogied to Star Wars disco music. And then it all stopped. George stopped making the films. The boys who bought the toys moved on to sports and girls, and the disco ducks hunkered down to begin their careers. The world moved on.

By 1986, acting on the sage advice of our sole shareholder and resident Yoda, Lucas Licensing decided it was time to give Star Wars a rest. A few years later, with no new films on the horizon, we timidly started to think about what products might now be of interest to Star Wars fans. The first thing we realized was that our fan base had grown a bit older. The kids who bought the toys were now in college. Fans who had been teens or adults when the films first came out were probably starting careers or families. Where could we take Star Wars that would be relevant to their lives?

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