How 'Star Wars' turned toys into collectibles

The numbers behind the 'Star Wars' franchise

The "Star Wars" movies include some of the biggest blockbusters in Hollywood history, with the original film, 1977's "A New Hope," earning a 2,400% profit. Only one of the franchise's movies (2018's "Solo") has lost money at the box office.

Watch the 'Star Wars Holiday Special,' a 1978 spin-off that became a cult classic

The CBS television special is a hokey variety show that was widely panned after it aired and, as a result, was never officially released on home video. George Lucas had little involvement, though it did feature the original cast alongside guest stars like Bea Arthur. Interestingly, it also features Boba Fett's first appearance.

A novelization of 'Star Wars' preceded the movie–and was a massive success

The book "Star Wars: From the Adventures of Luke Skywalker" was released in November 1976, six months before the film it was based on hit theaters. By February, the novel had sold out of its initial print run of 125,000 copies and would quickly sell over 3.5 million copies.

George Lucas gave Mel Brooks his blessing to release his 'Star Wars' parody 'Spaceballs,' though he had one condition: 'Spaceballs' could not sell merchandise.

'American Graffiti' gave George Lucas the credibility to have 'Star Wars' produced

The idea for "Star Wars" was initially rejected by studios. It wasn't until "American Graffiti," Lucas' 1973 nostalgic comedy, became an unexpected hit that anyone was willing to produce what Lucas called his "space film."

The original 'Star Wars' was quietly showcased at Comic‑Con in 1976 to little fanfare

In a bold pre‑release move on July 22, 1976, Lucasfilm set up an eight-foot booth and slideshow at San Diego Comic‑Con, introducing the then‑titled "The Star Wars"—with no premiere buzz, just intrigue among a few hundred early fans.

How 'Star Wars' changed science fiction

The popularity of "Star Wars" shifted the market away from the more literary, and sometimes cynical, science fiction of the 1960s and '70s. In the wake of George Lucas' space opera, publishers and studios wanted similarly optimistic adventure stories. In time, though, writers like William Gibson would react against that and, in turn, create the "cyber punk" subgenre.

A deep dive into the long road to making 'Star Wars'

In this podcast, Chris Taylor, author of "How 'Star Wars' Conquered the Universe," details the long road—lined with studio rejections, a dismissive crew, glacially slow special effects, and last-minute edits—George Lucas traveled to see "Star Wars" through to its release.

Lucasfilm discouraged fan fiction that sexualized its characters

The self-published fan fiction zines of the '60s, '70s, and '80s were obscure enough that they rarely attracted the attention of the copyright holders of their source material. But Lucasfilm, the production company behind the "Star Wars" films, threatened legal action against fans who published X-rated stories and "homosexual expressions of love" featuring its characters.

Listen to the 'Star Wars' disco album

The 1977 film inspired disco producer Meco to record danceable covers of sections of John Williams' score. The lead single from "Star Wars and Other Galactic Funk" eventually topped the Billboard Hot 100 chart for two consecutive weeks.

Breaking down the many box office records 'Star Wars' has broken

The first "Star Wars" film made history in 1977 when it surpassed "Jaws," considered the first Hollywood blockbuster, for the highest-grossing movie of all time. But that's just the first in a long line of records that the franchise has broken in the decades since then, with impressive records set by films like "The Force Awakens," "Revenge of the Sith," and "The Last Jedi."

How American politics influenced 'Star Wars'

George Lucas believed that myths were how societies communicated notions of good and evil, and that modern myths were found on movie screens. This deep dive from the Los Angeles Review of Books explores how Lucas' disillusionment with the Vietnam War and his disgust with President Richard Nixon informed some of the themes in "Star Wars."

See the early concept art for 'Star Wars'

George Lucas asked artist Ralph McQuarrie to create reference images to help prospective producers understand his vision for the "Star Wars" universe, and drafted early versions of Darth Vader, Chewbacca, and other characters. You can check out a gallery featuring dozens of the images below.

The 'Star Wars' series begins where George Lucas believed the story was most accessible

The director originally conceived 'Star Wars' as a single long story, but recognized it was far too big for a single movie, so he split each act into its own film. He began with the fourth act, which would later be renamed "A New Hope."

Beanie Babies used to be viewed by some as alternative investments

Beanie Baby stuffed animals were once a hot collector item with skyrocketing prices as people believed that the toys would significantly grow in value over time.

The Beanie Baby craze is known as one of the wildest collectible bubbles in history

The Beanie Baby boom saw collectors drive prices for stuffed animals into the hundreds or thousands of dollars, fueled by hype surrounding scarcity and online bidding wars. When demand collapsed in the early 2000s, the market crashed—leaving steep losses for many speculators.

Why mythologist Joseph Campbell loved 'Star Wars'

Joseph Campbell, the literature professor who wrote about the power of mythology, suggested that "Star Wars" was a powerful modern myth that used classic archetypes to communicate a universal message.

Why many critics and fans hated 'The Phantom Menace'

The 1999 film, and the first piece of the larger Skywalker storyline, was supposed to be a grand event. It did well commercially, but it was mocked by critics and fans, who felt the story, dialogue, and the off-putting comic relief of Jar Jar Binks were a disgrace to the franchise. This NPR retrospective unpacks that reaction, and how much has changed in the decades since.

Pixar's earliest days began with a handful of academics developing the technologies they thought might make fully animated movies possible.

Before he appeared in a 'Star Wars' movie, character Boba Fett made his first public appearance at a sweltering small-town parade.

'The Empire Strikes Back' was influenced by Francis Ford Coppola's 'Apocalypse Now,' a movie George Lucas was originally supposed to direct.

Jim Henson's 1986 film 'Labyrinth' was initially a commercial failure in the US, though it slowly gained an audience that now considers it a cult classic.

Pop Mart is the company behind the viral Labubu toy craze

Labubus, the Chinese collectible toys, are being heralded as the next Beanie Babies. Pop Mart, the company behind the Labubus, is using a few psychological tools to keep the Labubu economy booming.

George Lucas used Joseph Campbell's 'hero's journey,' a narrative structure that encompasses the common characteristics of multiple cultures' mythologies, to revise 'Star Wars.'

Steven Spielberg and George Lucas are noted fans of Norman Rockwell

The famous film directors are admirers and collectors of the American painter. Lucas, in particular, relates to Rockwell’s process, which resembles casting for a film. In 2010, the Smithsonian American Art Museum introduced a Rockwell exhibit showcasing works from Lucas’ and Spielberg’s private collections. This video from that exhibit features both directors talking about how and why they became interested in acquiring Rockwell’s work.

Read a 1971 magazine feature on Lucas' debut film, the sci-fi 'THX 1138'

Almost a decade before the arrival of "Star Wars," George Lucas directed "THX 1138," a grim science fiction film about a dystopian future in the vein of George Orwell's "1984." This article from the October 1971 issue of American Cinematographer features a young George Lucas, who developed the film from a short he worked on while a student at the University of Southern California just a few years earlier.

Bubbles can exist in markets for collectibles, not just industries and technology

This podcast tells how "Magic: The Gathering" faced its own speculative bubble as rare cards surged in resale value—risking a Beanie Baby-style crash. It follows how the game’s creators tried to engineer a system to keep a collectibles market from collapsing.

Rockwell's 'Saying Grace' sold for $46M in 2013

The 1951 painting is classic Rockwell: an image designed for the cover of the Saturday Evening Post featuring a humble American family engaging in a traditional value. To date, it's the highest-grossing work in Rockwell's catalog. Its buyer? "Star Wars" director George Lucas.

Visualizing the highest-grossing movie franchises from 1979 to 2019

A few dozen major movie franchises have dominated the box office in recent decades, including "Star Wars," "Harry Potter," "Lord of the Rings," and Marvel. This video shows the change from quarter to quarter in gross revenue for each movie franchise over the decades.

'Tin Toy,' the predecessor to 'Toy Story,' was the first fully computer-generated film to win an Academy Award

Before it was acquired by Disney, Pixar was a small studio exploring the possibilities of computer animation. "Tin Toy," a 1988 short film that would inspire 1995's "Toy Story," was one of its most successful experiments, earning Pixar's first Academy Award for best animated short film and becoming the first fully computer-generated film to win an Oscar. Although you won't find Woody or Buzz, it's fascinating to observe the seeds for what would come later.

Legendary director Brian De Palma hated his first viewing of 'Star Wars'

The "Carrie" and "Mission: Impossible" director was invited by his friend George Lucas to watch an early cut of the first "Star Wars," a draft that lacked many of the special effects that would be added later. De Palma was highly critical, telling Lucas that "The Force" was an awful name for the spiritual power Luke Skywalker eventually comes to embrace.

'Attack of the Clones' was the first major feature film to be shot digitally

George Lucas was frustrated by the degradation of film and began testing digitally shot scenes with 1999's "The Phantom Menace." For the 2002 "Star Wars" film, he decided to go all in with HD digital cameras, leading to brighter pictures, a quicker review process, and a more seamless editing process.

Pop culture sometimes changes the way people invest

After the "Barbie" movie premiered, the number of investors in Barbie parent company Mattel's stock grew more than six times larger on the investment platform Public, according to the platform's recent report. Other cultural trends have affected which stocks investors choose as well.

Many believe modern fan fiction began with 'Star Trek.'

Disney chipped away at its debt by creating propaganda during World War II

Disney began producing training videos for the Navy and propaganda films for US involvement in World War II, including the shorts "Der Fuehrer's Face," "The Spirit of '43," and "Donald Gets Drafted." The effort provided a much-needed cash injection, allowing Disney to continue producing films.

The art of miniature sets in Hollywood

Many films utilize meticulously designed miniature sets to produce scenes that would otherwise be too big to film. While artsy filmmaker Wes Anderson is well-known for reviving this technique in an idiosyncratic style, more mainstream films like "Star Wars" and "Inception" rely heavily on small-scale sets filmed in such a way as to make them appear normal-sized. This nine-minute video breaks down how it all works.

The world of rare and expensive Pokémon cards

The rising value and popularity of Pokémon trading cards is driven by nostalgia, influencer culture, and the launch of Pokémon Go. Fans of the decades-old Japanese game are now seeking to buy rare cards in mint condition for thousands of dollars, sometimes even millions. Learn more about the frenzy to collect these rare cards, and how influencer Logan Paul helped boost market interest in this article.

Labubu dolls are based on characters from an illustrated book series

The plush dolls are based on characters from Kasing Lung's "The Monsters" book series. The collectible toys became a sensation when they were first released in 2019, with fans using the dolls as fashion accessories.

The US paperbacks of JRR Tolkien's 'Lord of the Rings' series transformed fantasy from a fringe literary genre to a mainstream form.

Retrospekt is one of many companies making money by flipping old, fan-favorite technology like Polaroids, cassette tapes, and Tamagotchis.

Disney was saved by 'Cinderella,' which brought the company out of debt

Producing war propaganda and training films helped the company towards solvency, but the military content wasn't a cure-all. Disney wasn't in the clear until 1950's "Cinderella," a much-needed hit. The movie's success was largely due to the return of the company's best writers and the work of Mary Blair, a watercolor artist who brought a more whimsical style to the film.

‘Jaws’ was the first modern blockbuster

“Jaws” earned $70M in its first month and eventually grossed $476M worldwide, breaking box office records. It would be surpassed two years later by another legendary blockbuster: “Star Wars.”

A private equity firm led the leveraged buyout of Toys 'R' Us before the company's bankruptcy

After being acquired by two private equity firms and a real estate company for more than $6B in 2005, Toys 'R' Us filed for bankruptcy in 2017. Many point to the $400M a year the company had to pay to service its debt, as well as increased competition from online retailers like Amazon, for draining its profits and ultimately dragging it under.

'Harry Potter' became one of the most successful franchises in history

What began as a story written in cafés by an unknown author grew into a global phenomenon—spanning seven books, eight films, theme parks, and video games—reshaping modern popular culture.

The cartoonist behind 'Calvin and Hobbes' refused to license his characters, leading bootleggers to create and sell their own merchandise.

Disney initially pushed Pixar to make 'Toy Story' an edgy comedy that could appeal to adults.

How ‘Napoleon Dynamite’ rewrote the indie movie marketing playbook

"Napoleon Dynamite" was a phenomenon when it was released in 2004, but the excitement around the film was the result of a carefully executed, outside-the-box PR strategy that featured free screenings, endless merch, and an early form of stan-centric social media. This deep dive into the film’s inventive marketing tactics explain how a film with a modest budget was able to become a cultural sensation.

James Earl Jones didn't become the voice of Darth Vader until after shooting had concluded

The archvillain was originally voiced by David Prowse, who played him on screen. But Prowse's Scottish accent, higher-pitched voice, and muffled delivery (due to the character's mask) made for an underwhelming performance. Jones was brought in during postproduction to do voiceover, recording all the dialogue in under three hours.

Steven Spielberg purchased Oscars won by Clark Gable and Bette Davis and donated them back to the Academy

Since 1951, all Oscar statuettes have been awarded with a caveat—if the recipient wants to sell their Oscar, they have to first offer it back to the Academy for the price of $1. As a result, there's now a black market for the golden knights. Some buyers are anonymous movie buffs, but some are the stars themselves.

Lincoln Logs, the popular children's toy, was designed by John Lloyd Wright, son of architect Frank Lloyd Wright, who was inspired by his father's foundation of Tokyo's Imperial Hotel.