Star Wars – The Galaxy That Took Over the Toy Aisle

When Star Wars hit theatres in 1977, it didn’t just change movies — it revolutionized the toy industry! Kenner famously underestimated its popularity, selling empty Early Bird packages for Christmas because the action figures weren’t ready. By 1978, over 40 million figures had sold, and the merchandising madness had officially begun.

The original toy lines dominated from 1978–1985, followed by a massive comeback in 1995. The prequel movies and LEGO Star Wars in 1999 introduced a new generation of collectors. Disney’s purchase of Lucasfilm in 2012, followed by new movies and streaming series, pushed the franchise into an entirely new merchandising universe.

Action figures, spaceships, LEGO sets, model kits, lunchboxes, clothing, bedding, video games — if you could slap a Star Wars character on it, somebody probably did! With endless reissues, exclusive editions, and collectibles for practically every character who ever wandered across the screen, the market has become hilariously oversaturated.

Nearly 50 years later, Star Wars remains a collector’s paradise and a completionist’s financial nightmare. The movies gave us a galaxy to explore. The toys gave us a galaxy to fill our houses with!