How much money did lucasfilm make out of star wars merchandising in the 70s and 80s?

Lucasfilm’s Star Wars merchandising revenue during the 1970s and 1980s was nothing short of revolutionary — not just for the company, but for the entire film industry.

💰 Estimated Merchandising Revenue (1977–1989):

$2.5 billion in retail sales of Star Wars merchandise by 1987.
Of that, Lucasfilm’s cut (licensing royalties) was typically 5–15%, depending on the product and deal.
That means Lucasfilm likely earned between $125 million and $375 million in licensing revenue from those retail sales in that period.

🔧 Breakdown and Context:

🎬 1977 – The Game-Changer

George Lucas famously negotiated the merchandising rights for Star Wars: A New Hope, accepting a lower directing fee in exchange.
This was considered laughable at the time because film merchandising had never made significant money before.

🧸 Kenner Toys: The Golden Goose

The toy license with Kenner Products was the cornerstone.
By 1985, Kenner had sold over 300 million action figures.
Lucasfilm earned royalties on every figure, vehicle, lunchbox, or branded towel sold.

📈 Revenue Timeline Highlights:

1978–1985: The height of the original trilogy’s success — A New Hope, Empire, and Jedi drove massive sales.
1980 alone: Over $100 million in Star Wars toys were sold in the U.S. (retail).
1983 (Return of the Jedi): Merchandise sales peaked again, riding the trilogy’s conclusion.

🧠 Why It Mattered

George Lucas’ choice to retain merchandising rights is often considered the greatest deal in Hollywood history. It shifted the financial model for blockbusters and made merchandising a key revenue stream for studios thereafter.

“In the 80s, kids were playing with plastic figures. Today, studios play with IP empires. Lucas did it first — and best.”

Who designed the toys?

The original Star Wars toys — especially the iconic action figures and vehicles from the late 1970s and 1980s — were primarily designed by Kenner Products, a Cincinnati-based toy company. The design work was led by a small, innovative team of industrial designers, sculptors, and engineers who worked closely (though sometimes loosely) with Lucasfilm.

🎨 Key People Behind the Toy Designs:

🛠️ Kenner’s Internal Team

Mark Boudreaux – One of the most important names in Star Wars toy history. At just 21, he helped design the original Millennium Falcon playset and went on to work on Star Wars toys for over 40 years. He was a central figure in Kenner’s Star Wars line through its golden era.
Jim Swearingen – A toy designer at Kenner who had a background in industrial design and sculpture. He played a critical early role in visualizing how Star Wars characters could become toys. He was one of the first people at Kenner to read the Star Wars script and pushed internally for them to pursue the license.
Dave Okada and Bill Lemon – Freelance sculptors who created many of the earliest action figure prototypes.

🧱 The Design Process:

Lucasfilm provided reference materials — usually black-and-white photos, concept art, and sometimes only vague descriptions (especially in the early days before the film was released).
Kenner’s designers sculpted 3.75-inch figures by hand from wax or clay.
Once approved, these were turned into steel molds for mass production.
Many designs were approximations based on early designs — that’s why some toys didn’t match the final movie (e.g., early Boba Fett figures or the “Blue Snaggletooth” error).

🤖 Innovations:

The 3.75-inch scale was pioneered by Kenner for Star Wars. It allowed vehicles and playsets to be affordable and portable. That scale became the industry standard.
Kenner also used clever cost-cutting, like reusing molds or sculpting minimal articulation, to keep production cheap.

⚖️ Artistic License

Lucasfilm gave surprisingly broad creative freedom early on, especially before the massive success of the first film. As the franchise grew, Lucasfilm Licensing (later Lucas Licensing) became more strict in approving designs — but Kenner’s original run had a lot of wild charm.

If you’d like, I can show side-by-side comparisons of early figure designs vs. movie stills, or a list of the rarest Kenner toys from that era.

What was the entirety of the toy range available?

Kenner’s Star Wars toy line from 1977 to 1985 was a groundbreaking venture that redefined movie merchandising. The range encompassed a vast array of action figures, vehicles, playsets, and accessories, capturing the imagination of fans worldwide.

🧍‍♂️ Action Figures

Kenner released 96 distinct 3.75-inch action figures during this period, covering characters from the original trilogy and associated media. Notable figures include:

Luke Skywalker (various outfits)
Princess Leia Organa
Han Solo
Darth Vader
Chewbacca
C-3PO
R2-D2
Boba Fett
Yoda
Lando Calrissian
Stormtrooper
Ewoks (e.g., Wicket W. Warrick, Chief Chirpa)
Jabba the Hutt (as part of a playset)

Additionally, some figures like the Blue Snaggletooth and members of the Rebo Band were exclusive to certain playsets and not sold individually. (Wikipedia)

🚀 Vehicles

Kenner’s vehicle lineup allowed fans to recreate iconic scenes:

Millennium Falcon
X-Wing Fighter
TIE Fighter and Darth Vader’s TIE Fighter
AT-AT Walker
Snowspeeder
Slave I
Imperial Shuttle
Y-Wing Fighter
B-Wing Fighter
Speeder Bike

Some vehicles featured innovative designs, such as the Radio-Controlled Jawa Sandcrawler and the Sonic Controlled Landspeeder. (rebelscum.com)

🏗️ Playsets

These sets provided immersive environments for the action figures:

Death Star Space Station
Dagobah Action Playset
Ewok Village
Hoth Ice Planet Adventure Set
Cloud City Playset
Jabba the Hutt Dungeon
Rebel Command Center
Imperial Attack Base

Each playset was designed with interactive features to enhance playability.

🛠️ Mini-Rigs and Accessories

Kenner introduced Mini-Rigs, smaller vehicles not seen in the films but inspired by the Star Wars universe, including:(Transformerland)

Imperial Sniper
Security Scout
One-Man Sand Skimmer
Ewok Assault Catapult

Accessories like the Collector’s Cases, Creature Cantina, and Land of the Jawas playset added depth to the collection.

📚 Further Exploration

For a comprehensive visual guide and detailed listings of each item, you might explore:

These resources offer extensive information, including images, release years, and packaging variations, serving as valuable tools for collectors and enthusiasts alike.

What was the single biggest toy?

The single biggest toy in the original Star Wars Kenner line (1977–1985) — both in physical size and wow factor — was:

🐘 The AT-AT (All Terrain Armored Transport)

Released: 1981 (for The Empire Strikes Back)

Retail Price (1981): ~$50 USD
Height: ~17 inches tall (~43 cm)
Length: ~22 inches (~56 cm)
Figures Held: Up to 10 (plus pilots in the cockpit)
Features:

Light-up chin guns with sound effects
Articulated legs and head
Opening side panels for troop deployment
Command compartment and side turrets
Cockpit fit for 2 AT-AT Driver figures

Why it was the behemoth of the toy line:

It was the largest standard retail vehicle (only outdone later by exclusive or modern-era collector sets).
Iconic role in Empire Strikes Back made it a dream toy — a towering monster that dwarfed other vehicles and figures.
It became a status symbol among kids — expensive, oversized, and unforgettable.

🏆 Honorable Mentions:

🛸 Millennium Falcon (1979)

A close second in size and popularity.
Loaded with features like smuggling compartments and a chess table.
Not as tall as the AT-AT but often more played with.

🐍 Jabba the Hutt Playset (1983)

Not as large physically, but came with the iconic throne, pipe, and Salacious Crumb — central to Return of the Jedi.

👑 Legacy:

The AT-AT toy is consistently ranked among the greatest toys of all time. In collector markets, complete boxed originals now fetch $400–$1000+, depending on condition.

“It wasn’t just a toy — it was a fortress, a tank, a beast on four legs. If you had the AT-AT, you ruled the snowbound galaxy of your bedroom carpet.”

Would you like to see a scale comparison chart of the major vintage toys?