About Star Wars
Star Wars is the legendary science fiction franchise created by George Lucas, with the original film released on 25 May 1977. After over 40 studios rejected the project, Twentieth Century Fox agreed to produce it, with Lucas negotiating to retain merchandising and sequel rights in exchange for a reduced director's salary - a decision that would revolutionise the entertainment industry forever. Star Wars merchandise changed the movie industry's approach to licensing. Kenner Products signed on to produce toys for just $100,000 flat fee, creating the iconic 3¾-inch action figures that became the industry standard. Between 1977 and 1978, Star Wars sold $100 million worth of toys, and over 35 years, Star Wars themed toys alone generated $12 billion in revenue. This success established movie merchandising as a major revenue stream for Hollywood. In October 2012, Disney acquired Lucasfilm for $4.05 billion, bringing Star Wars under the Disney umbrella. The acquisition proved hugely successful, with Disney earning an estimated $5 billion in merchandise in the year following The Force Awakens release in 2015. Lucasfilm Ltd., now a wholly-owned subsidiary of The Walt Disney Company, manages all global merchandising activities for the franchise. Today, Star Wars licensed products span virtually every consumer category, from toys and games (primarily through Hasbro) to clothing, homeware, food, and beverages. The franchise remains one of the most valuable entertainment properties in the world, with its iconic characters and imagery appearing on products sold in supermarkets and retailers globally.










