Movie merchandise! Not only does it come in everything from smartphone cases to pajama pants, but in many cases it nets the studios more money than the films themselves. Global sales of Star Wars merchandise, for example, are tens of billions of dollars higher than the overall grosses of the films. (The Star Wars geek in me does not mind.)
While some licensing was done early on (Mickey Mouse comes to mind), the bloated merchandise juggernauts we’re familiar with weren’t really a “thing” until Star Wars: A New Hope. It kicked off the craze for action figures, lunch boxes, t-shirts, and so on to the point where Kenner had to issue IOUs for action figures in 1977. And Hollywood has never looked back.
“But weren’t Charlie Chaplin dolls a big thing back in the silent era?” you ask. While merchandising of popular characters and actors wasn’t done on the tremendous scale that it is today, there were various “novelties” that fans could collect in the ’10s and ’20s–often for only a few cents apiece. Continue reading