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The marketing genius of Lucusfilm and Palitoy starting to merchandise the 3.75 inch Star Wars action figures quite simply resided in giving kids something the best part of 4 inches long to grab hold of without having to resort to sticking their hands down their pants for comfort. Whether you agree or not, kids of the late 1970s and early 1980s fell for these toys in a big way.
One of the major innovations over other action figures of the era was to make these much smaller, compared to say Action Men. This meant that we could afford to buy more, and once we had the bug, much more. It meant that production could be cheaper and more variation of toys could be produced. This fired up the imaginations of fans, tantalising them with the possibility of being able to create something which had the feeling of being true to the movie experience. That army of stormtroopers was always just a couple of weeks of spending money away, and that fleet of tie fighters just a few birthdays and Christmases away, but of course most of us never made it that far because new toys got released which we just had to have in the mean time. Palitoy and Kenner set us on a perpetual and unfilfillable dream of owning everything and having a better collection than our peers. More recently Kenner's parent company Hasbro and then Disney have continued to do the same as the new generations of Star Wars fans have got the bug.
All opinions expressed are those of the author and not those of LucasFilm, Disney, Kenner or Hasbro toys. All Trademarks are the property of their respective owners.
© Hoththerecord.com: The Unofficial Culture and Cult of Star Wars 2020
