The Hottest Star Wars Toy for Christmas in 1977 Was an Empty Box

iStock/Sadeugra
iStock/Sadeugra

It's hard to imagine a child's face lighting up at the sight of an empty cardboard box staring back at them from under the Christmas tree. But in 1977, young Jedis-in-training were so hungry for anything Star Wars-related that even an I.O.U. was something to get excited about.

When George Lucas's intergalactic gamble first hit screens in May 1977, no one knew quite what to expect—especially the film's toy-making partner, Kenner. Instead of flooding the market with action figures and dolls for a movie that could very well end up being a flop, the company decided not to manufacture any toys right away. Unfortunately, there wasn't just a demand for Star Wars toys that year; there was an outright fever that took the company completely by surprise. And with Christmas just a few short months away, the ill-prepared Kenner needed to act—fast.

Realizing it would be impossible to get a full line of Star Wars toys manufactured in time to meet the needs of the holiday season, a Kenner executive named Bernard Loomis knew he had to improvise. Instead of simply releasing a proper toyline in 1978 and missing out on the Christmas rush, Loomis came up with what is now known as the "Early Bird Certificate Package" (or more colloquially as the "Empty Box Campaign") to satisfy this sudden, rabid fan base.

Basically, parents would go to their local toy store and pay $7.99 for a thin cardboard package, about the size of a manila envelope, with painted renderings of the proposed 12-figure Star Wars toyline that Kenner was promising to release in the months ahead. The cardboard kit could be turned into a display diorama for all the figures, which—at that point—only existed in theory. And since the word "diorama" isn't quite enough to satisfy a kid on Christmas morning, the kit also contained the all-important mail-in certificate promising the recipient would get the company's first four figures—Luke Skywalker, Princess Leia, R2-D2, and Chewbacca—delivered right to their homes between February and June 1978.

Kenner limited the supply of this glorified pre-order campaign to 500,000 kits, none of which were to be sold after December 31, 1977 in order to really manipulate the holiday market.

In an attempt to soften the blow of what was essentially nothing but a bunch of cardboard under the tree, Kenner sweetened the pot by including some stickers and a Star Wars Fan Club membership card. After months of waiting, kids everywhere would come home from school and be greeted by their delayed Christmas gift: four figures, along with foot pegs to fit them into their display stand. Eventually the entire first line of Star Wars toys came out in 1978 and could be purchased in stores, whether you mailed in a certificate or not.

From 1978 to 1985, Kenner never again doubted the power of the Star Wars toy line. In that time, the company released a robust roster of more than 100 different action figures based on the film series, scraping the bottom of the barrel of Lucas lore along the way with obscurities like Dengar and General Madine. The company went from having no toys on the shelf in 1977 to having every side character, prop, and vehicle recreated in plastic in just a few years.

Nowadays, intact Early Bird Kits go for big money on the collector's market, especially if they still include the original certificate kids were supposed to mail back (prices in the $4000 to $8000 range are pretty standard). But the biggest winner of this whole stunt, as usual, was George Lucas.

When signing on to direct Star Wars at 20th Century Fox, Lucas agreed to work for just $150,000, as opposed to the $500,000 he was set to earn. In exchange for the pay cut, the director asked for two things: The rights to any sequels to the movie and the rights to all the merchandise, including the toys. Believing Star Wars to be just another science fiction movie, Fox happily agreed to the reduced salary. That empty box under countless Christmas trees was the start of what would become Lucas's $20 billion merchandising empire.

This article originally ran in 2016.

15 Scientific Ways to Relax for National Relaxation Day

iStock/anyaberkut via Getty Images
iStock/anyaberkut via Getty Images

Today is National Relaxation Day, so you have a great excuse to take it easy. Here’s how science can help you have the most laid-back day of the year.

1. Get a house or office plant.

Spending time in nature improves your overall wellbeing, but it turns out even just a little greenery is great for your health. Studies have shown patients in hospital rooms with plants report lower stress. Even just stepping into a lush space can reduce your heart rate. Plus, plants are effective at increasing oxygen and clearing out toxins, which should help you breathe easier—literally.

2. Avoid screens before bedtime.

Artificial light from TV and computer screens affects melatonin production and throws off circadian rhythms, which messes with your sleep. Studies have found that young adults were more likely to suffer from sleep disorders, high stress and even depression if they reported intensive use of cell phones and computers at night.

3. Eat a banana.

Potassium helps your body regulate blood pressure. Keeping that under control should help you bounce back more quickly from what’s got you stressed.

4. Indulge in some citrus.

Still hungry after that chocolate and banana? Try citrus. Recent studies show that vitamin C helps to alleviate the physical and psychological effects of stress.

5. Listen to classical music.

Portrait of a beautiful young woman lying on sofa with headphones on and closed eyes, relaxing
BartekSzewczyk/iStock via Getty Images

Any music you enjoy is bound to make you feel better, but classical music, in particular, has been shown to slow heart rate, lower blood pressure and even decrease levels of stress hormones.

6. Drink green tea sweetened with honey.

Green tea contains L-theanine, which reduces stress, and honey—unlike cane sugar—has been shown to counteract free radicals and reduce inflammation, which is sometimes linked to depression.

7. Give yourself a hand massage.

Especially if you spend all day typing, hands can get really tense. A quick massage should be doable at your desk and if you incorporate some lavender-scented lotion, you’ll get extra relaxation benefits.

8. Lock lips with someone.

Romance is relaxing! Kissing releases oxytocin, a chemical that is shown to reduce levels of the stress hormone cortisol.

9. Chew some gum.

No matter what flavor it is, the act of chewing gum has been proven to lower cortisol and improve reported mood.

10. Blow up a balloon.

Young woman blowing up a blue balloon against a yellow background
Deagreez/iStock via Getty Images

Reacting to stress with short, shallow breaths will only exacerbate the problem—your body needs more oxygen, not less, to relax. Blowing up a balloon will help you refocus on your breathing. No balloons around? Just concentrate on taking a few deep breaths.

11. Mow the lawn.

Research shows that a chemical released by a mowed lawn—that fresh-cut grass smell—makes people feel happy and relaxed. Plus, knocking it off your to-do list will give you one less thing to stress about.

12. Find something to make you laugh.

Watching a funny video online does more than just brighten your afternoon, it physically helps to relax you by increasing the endorphins released by your brain.

13. Grab some chocolate.

What’s also good at releasing endorphins? Chocolate. Studies show that even just 40 grams of dark chocolate a day can help you de-stress.

14. Focus on relaxing all of your muscles.

Take a break from whatever you’re doing and, starting at your toes and working upwards, spend a few moments slowly tensing, and then releasing, the muscles of each part of your body.

15. Take a mental vacation.

Man takes a break from work to meditate at his laptop
AaronAmat/iStock via Getty Images

If you’re feeling overwhelmed at work, take a moment to close your eyes and picture a particularly relaxing scene. It may sound cheesy, but numerous studies show that just a few minutes of disengaging from your stressors rejuvenates your ability to tackle the work.

5 Fascinating Facts About Middle Children

francisgonsa/iStock via Getty Images
francisgonsa/iStock via Getty Images

Full House's perpetually neglected Stephanie Tanner, The Brady Bunch's embittered Jan Brady, Downton Abbey's tragedy-prone Lady Edith Crawley: For many people, these are the images that pop into their heads when thinking of the stereotypical middle child. In TV shows and movies, they’re often used as comic relief, always stuck in the shadow of their other, seemingly more important siblings. But the reality is far more generous to middle children.

Studies have shown that middle children are exceedingly independent and creative, with certain leadership qualities that their firstborn and last-born counterparts can’t match. Some of our most important world leaders, artists, musicians, and entrepreneurs occupy this oft-mocked middle spot, but from most accounts, it’s a breeding ground for success. Here are five fascinating facts about middle children.

1. Middle children may be endangered.

There was a time during the first half of the 20th century when having three to four children was seen as the ideal number for parents, with 35 percent of moms between 40 and 44 having four children or more. Those numbers have been reversing for several decades—and now, the average American family consists of 3.14 people. On top of that, only 12 percent of women in their early forties have four children or more.

More people are going to college, taking longer to become financially settled, have easier access to birth control, and are embarking on demanding careers that put family life on the back burner. In addition to having children later in life, the average cost of raising a child has increased dramatically over the generations, so one or two kids might be all some couples can afford. These factors all add up to create smaller families, which means we’ll likely see fewer middle children throughout the country in future decades if these trends continue. And without them, we’ll lose out on all of the remarkable traits seen below.

2. Middle children can have first-rate negotiation skills.

Despite the common perception of middle children being resentful of their siblings and never getting enough attention from their parents, Katrin Schumann, co-author of The Secret Power of Middle Children, has done extensive research on the subject that found the plight of middle children may actually be a positive thing later in life. One such trait is their ability to negotiate.

“Middles are used to not getting their own way, and so they become savvy, skillful manipulators,” Schumann told Psychology Today. “They can see all sides of a question and are empathetic and judge reactions well. They are more willing to compromise, and so they can argue successfully. Since they often have to wait around as kids, they’re more patient.”

3. Their low self-esteem might not necessarily be a bad thing.

Yes, the middle child may suffer from low self-esteem when compared to their siblings, due to their “their lack of uniqueness and attention at home,” according to Schumann. However, this doesn’t have to be a negative thing as it helps keep their ego in check.

“Also, self-esteem is not as critical as our society believes,” Schumann explained. “Having an accurate sense of your self-esteem is more important than having high self-esteem. Surprisingly, new studies show that high self-esteem does not correlate with better grades in school or greater success in life. It can actually lead to a lack of perseverance in the face of difficulties.”

4. Middle children tend to be faithful in their relationships.

Dr. Catherine Salmon, Schumann's co-author on The Secret Power of Middle Children, found that 80 percent of middle children claimed they have never cheated on their partner. This is compared to 65 percent of firstborns and 53 percent of last-borns who said they were never unfaithful to their long-term partner or spouse. This, of course, led to separate studies confirming that middle children, and their spouses, were happiest in marriage when compared to other birth orders.

There is a catch, however: Schumann said that while middle children may be the happiest and make for satisfied partners, two middle children might not make an ideal match: "An Israeli marital happiness survey shows that middles are the happiest and most satisfied in relationships, and that they partner well with firsts or lasts—but less well with other middles, because they may both avoid conflict."

5. Some of history's most important leaders were middle children.

Though the conventional numbers have established that most U.S. presidents are firstborns, Schumann contends that half of our Commanders-in-Chief are actually middle children. In an interview with NPR, she revealed that the connection between the presidency and middle children was obscured for years because of one strange quirk: firstborn girls weren’t traditionally counted as older siblings. Instead, firstborns were only taken into consideration when it came to males.

In general, it's difficult to nail down certain presidential birth orders, as the middle child blog SmackDab puts it: "George Washington’s father had four children with his first wife before the first President was born. Washington was the first of six children from his father’s second marriage. So was he the first born or the fifth born?" Still, if we're to take conventional wisdom and a loose definition of what a middle child is (basically anyone not the oldest or the youngest), then it turns out that 52 percent of presidents were born in the middle, including Thomas Jefferson, Teddy Roosevelt, John F. Kennedy, and Abraham Lincoln.

It's JFK in particular, Schumann concluded, who displayed many of the traits typical of a middle child during his years in office, citing his ability to communicate and negotiate even under the most stressful of conditions.

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