The early bird gets an empty box

Star WarsCaught completely off-guard by the seemingly unstoppable runaway success of Star Wars, whose toy license it signed on for earlier in the year, toy manufacturer Kenner does something desperate and unprecedented: it sells a mostly-empty box (contents: the Force?) called the Star Wars Early Bird Kit, containing stickers, pictures, and a card to mail off to receive four figures – Luke, Princess Leia, R2-D2 and Chewbacca – by mail sometime between “February and May 1978.” The delay is needed to ramp up production on the figures, which will also be available at retail in 1978. To the surprise of everyone, including Kenner executive Bernard Loomis, who devised the Early Bird Kit, the result is a runaway sales success story.

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