The Complete History of the Star Wars Toy Franchise

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The Star Wars toy franchise is as iconic as the films themselves, and its evolution has had a significant impact on the world of entertainment merchandising. From humble beginnings in the late 1970s to becoming a global powerhouse that continues to captivate audiences, Star Wars toys are an inseparable part of the cultural landscape. Here's a look at the complete history of the Star Wars toy franchise.

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The Early Years: 1977-1980

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When Star Wars (later retitled Star Wars: Episode IV – A New Hope) premiered in 1977, its groundbreaking special effects and captivating storytelling set it apart from anything audiences had ever seen. But one of the most lasting legacies of George Lucas’s space opera was its toy line. At the time, toy licensing for films was not a major industry, and most movie-related toys were either poorly made or based on animated series. However, when Star Wars hit the big screen, the film’s unprecedented success meant there was a significant demand for merchandise, and Lucasfilm partnered with Kenner Products, a division of the toy giant Hasbro, to produce action figures and other toys. The original Star Wars toy line debuted in 1978, after the film's release, and proved to be a game-changer. The most notable item was the action figure line, which was released in 3.75-inch scale. Kenner’s decision to produce smaller, more affordable figures was revolutionary. At the time, most action figures were much larger and came with elaborate playsets. Despite not having actual toys ready for the 1977 holiday season, Kenner was quick to capitalize on the film's success by offering a “Death Star Playset” and "Early Bird Certificate Package" for those eager to get their hands on Star Wars toys. These pre-order packages allowed fans to sign up and receive their toys in early 1978. This clever marketing approach created a frenzy and ensured the line's success.

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Expanding the Line and the First Trilogy: 1980-1983

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The Star Wars franchise would not have remained a fixture in pop culture without the strength of its toys. The second film in the series, The Empire Strikes Back (1980), expanded the toy line with new characters, vehicles, and playsets. This included figures like Lando Calrissian, Yoda, and Boba Fett, who became central to the franchise. The launch of the AT-AT (All Terrain Armored Transport) Walker toy and the Millennium Falcon playset cemented Kenner's position as a top player in the toy industry. The third film, Return of the Jedi (1983), saw the franchise reach new heights in terms of merchandising. Toys based on iconic moments in the film, such as the Jabba the Hutt playset and the Speeder Bike, flew off the shelves. At this point, Star Wars action figures were so popular that they were no longer just for kids; collectors began to flock to stores, searching for vintage pieces to add to their collections. However, by 1985, the toy line began to slow down. The market for Star Wars toys had reached a saturation point, and with the end of the original trilogy and no new films on the horizon, Kenner ceased production of Star Wars toys.

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The Dark Ages: 1985-1995

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For nearly a decade, the Star Wars toy line was dormant, as fans turned their attention elsewhere. During this period, the action figures and toys from the original trilogy became collector’s items. Though Star Wars remained a beloved franchise, it was a quiet time for new releases, with only a few reissues and retrospectives keeping the brand alive in the public eye.

However, the toys never fully disappeared. In the early 1990s, Hasbro acquired Kenner and announced the return of the Star Wars toy line. In 1995, Hasbro reintroduced the Star Wars toys with the Power of the Force collection, ahead of the highly anticipated prequel trilogy. These toys, designed with a more muscular and heroic aesthetic, reconnected older fans to the series and brought in a new generation of collectors.

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The Prequel Trilogy Era: 1999-2005

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With the release of Star Wars: Episode I – The Phantom Menace in 1999, Star Wars toys were revitalized. Hasbro ramped up production, introducing a huge range of toys inspired by the prequels. Action figures of new characters like Qui-Gon Jinn, Darth Maul, and Anakin Skywalker flooded the market. The toy lines grew even larger with vehicles like the Podracers and the massive Trade Federation Starship. In the following years, as The Phantom Menace was followed by Attack of the Clones (2002) and Revenge of the Sith(2005), the demand for Star Wars toys remained high. Hasbro continued its successful partnership with Lucasfilm, launching countless toys, vehicles, playsets, and special-edition items. Fans clamored for new figures to match the latest characters and vehicles, which further cemented the Star Wars franchise as a merchandising juggernaut.

 

The Disney Era: 2012-Present

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In 2012, Star Wars underwent a dramatic shift when Disney acquired Lucasfilm for $4.05 billion, with plans to produce a sequel trilogy, standalone films, and expand the franchise into new media. With the release of Star Wars: Episode VII – The Force Awakens (2015), Star Wars toys underwent yet another evolution. Hasbro’s toy line adapted to new characters like Rey, Finn, Kylo Ren, and BB-8, alongside the classic original characters like Han Solo and Luke Skywalker. The new films ushered in a new era of toy designs, with figures now featuring even more articulation, interactive elements, and detailed sculpting. The introduction of higher-end collectibles through lines like Star Wars: The Black Series (6-inch figures) and Star Wars: The Vintage Collection (3.75-inch figures) made the toys appealing to both kids and adult collectors alike. In addition to the main saga films, the Star Wars toy franchise expanded with toys based on spinoffs like Rogue One: A Star Wars Story (2016) and Solo: A Star Wars Story (2018). Disney's acquisition also brought a surge of Star Wars toys linked to theme park attractions like Star Wars: Galaxy’s Edge, where fans could purchase exclusive items like lightsabers and droids.

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A Continued Legacy

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As of today, Star Wars toys continue to dominate the toy market. Collectible lines like Hot Toys and LEGO’s Star Warssets offer fans a chance to build and own detailed models of iconic vehicles and characters, while the Hasbro line still releases new waves of action figures and playsets to coincide with the latest media from the franchise, including the Mandalorian series, Star Wars: The Bad Batch, and Ahsoka. The Star Wars toy franchise has proven to be not just a collection of merchandise, but a central pillar of the Star Warsexperience, one that has allowed fans to immerse themselves in the galaxy far, far away for decades. With new films, TV shows, and more on the horizon, the legacy of Star Wars toys will continue to captivate audiences for generations to come.​ From the first Star Wars action figures released in the late 1970s to the modern era of highly collectible figures, Star Wars toys have had a rich and influential history. They’ve played an essential role in the success of the franchise and shaped the way pop culture interacts with merchandising. Today, they’re not just toys but a powerful symbol of nostalgia, fandom, and a lifelong love for the Star Wars universe. The Star Wars toy franchise will remain a staple of popular culture for years to come.

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Author: Space Monkey

Collect.Toys