With an incredibly tight lead time (rights were secured some weeks after Star Wars became a box-office hit), General Mills subsidiary Kenner Toys brings the first Star Wars action figures to market. A dozen characters are sold individually, with a colorful mixture of the film’s heroes (Luke Skywalker, Han Solo, Princess Leia, Ben Kenobi, R2-D2, C-3PO, Chewbacca) and villains (Darth Vader, Stormtrooper, Death Squad Commander, Tusken Raider, Jawa). While Kenner brings the figures to market in both the industry-standard 12-inch scale and a smaller, cheaper 3 3/4″ scale, marketing focuses almost entirely on the smaller toys, which then redefine the industry-standard size of boys’ character toys (and make any future vehicles and playsets much more affordable). Ironically, prior to the movie’s release when no one expected Star Wars to take off, 20th Century Fox surrendered all toy and merchandising rights to George Lucas, meaning that the runaway success of the toy range is key to his fortune. 
In contrast to 1977, where no toy licensee had a lock on the right to make Star Wars toys until weeks after the movie’s premiere, Kenner rolls out 
Weeks ahead of the movie’s premiere, stores across America open at midnight as the first merchandise from Star Wars Episode I: The Phantom Menace goes on sale, ranging from action figures to the movie’s soundtrack (whose track titles offer major spoilers for the film’s storyline). Heavily featured in advance promotion, any items with the face of Darth Maul sell faster than nearly anything else.