The unexpected runaway success of a dark horse in the summer movie race makes for a mad dash for the toy rights. The winner of that race is Kenner Products, the toy division of cereal maker General Mills, and the prize is the exclusive license to market toys and other products based on Star Wars. Prior to the movie’s release, however, George Lucas has convinced 20th Century Fox to allow him to keep all toy licensing rights, meaning that ongoing licensing payments are made directly to Lucas, providing him with the lion’s share of his future wealth. Kenner executive Bernard Loomis finds himself fighting to convince his own sales team that this movie will attract more than a momentary audience. With the late start and the long lead time on design, tooling and manufacture, Loomis concocts an audacious marketing scheme involving an “empty box” available by Christmas.
