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.

10,000 People Gathered at Stonehenge to Welcome the Summer Solstice

Finnbarr Webster, Getty Images
Finnbarr Webster, Getty Images

There are plenty of reasons to welcome the start of summer. Today, people visiting Stonehenge took that celebration to a whole new level.

The BBC reported that an estimated 10,000 people made the pilgrimage to the 5000-year-old site to partake in summer solstice festivities. "Stonehenge was built to align with the Sun, and to Neolithic people, the skies were arguably as important as the surrounding landscape," Susan Greaney, a senior historian at English Heritage, said in a statement. "At solstice we remember the changing daylight hours, but the changing seasons, the cycles of the Moon, and movements of the Sun are likely to have underpinned many practical spiritual aspects of Neolithic life."

These spiritual aspects are just one of the many fascinating facts about the summer solstice; the day is an extremely old calendar event recognized by ancient cultures across the globe. They include the Druids and other pagans, whose tradition of observing the solstice at Stonehenge has long been upheld by modern revelers.

Scientifically speaking, Stonehenge is an optimal viewing place for the solstice due to its structure. According to TIME, the site’s architects appeared to have kept both the summer and winter solstices in mind during its construction, as the positions of the stones are specifically tuned to complement the sky on both occasions.

The solstices were sacred to the pagans, whose modern-day followers continue to honor their rituals. Pagans in particular refer to the day as Litha, and mark it with activities such as meditation, fire rites, and outdoor yoga.

“What you’re celebrating on a mystical level is that you’re looking at light at its strongest," Frank Somers, a member of the Amesbury and Stonehenge Druids, said in 2014. "It represents things like the triumph of the king, the power of light over darkness, and just life—life at its fullest."

Those who were unable to make the journey can head over to the Stonehenge Skyscape project's website, where English Heritage’s interactive live feed fully captured the experience.

11 Patriotic Products to Celebrate the Fourth of July

Amazon
Amazon

Whether you’ll be lounging by the beach or grilling in your backyard this Independence Day, don’t forget to show off your all-American spirit with a little swag. Here are 11 products to help you celebrate Fourth of July—all of which would pair nicely with your collection of presidential bobbleheads.

1. Declaration Of Independence Signatures Mug; $15

Mug decorated with the signatures from the Declaration of Independence.
CafePress, Amazon

The names of the 56 signers of the Declaration of Independence are on display on this ceramic coffee mug. Studying the signatures each morning might inspire you to perfect your own John Hancock.

Find it: Amazon

2. Stars And Stripes Cufflinks; $55

Cufflinks with images of stars and stripes on them

Cufflinks Inc., Nordstrom

Brighten up your wardrobe with a splash of American pride. One half of this cufflinks set is striped red and white and the other is blue and spangled with stars. Together they make a patriotic accent piece.

Find it: Nordstrom

3. Fireworks Light Show Projector; $41

Portable fireworks light projector.
Uncle Milton, Amazon

If you want a low-hazard Fourth of July that still delivers thrills, consider getting a light show projector. When it’s pointed at a wall, the device displays vibrant fireworks animations accompanied by realistic sound effects. And it works indoors, so you can count on your Independence Day party ending with a light show no matter the weather forecast. (There's also a Disney version available for just $20.)

Find it: Amazon

4. Inflatable Cooler; $14

Inflatable American flag cooler filled with ice and drinks.
Fun Express, Amazon

When preparing for a picnic or barbecue this Fourth of July, don’t bother breaking out your tiny roll-away cooler. This 54-by-28-inch inflatable trough holds enough bottles and cans to keep your party going well past sunset. Once the cooler has been drained and deflated, it folds neatly for easy storage.

Find it: Amazon

5. American Trivia Cards; $15

Even players who paid attention in American history class might find this game challenging. Each box comes with 150 cards of United States trivia. Some questions—like what was the first state to grant women the right to vote—highlight important moments in our nation’s history. Others—like how many columns the Lincoln Memorial features—are a little more random.

Find it: UncommonGoods

6. U.S. Navy Blanket; $200

The U.S. military has been going to Faribault Woolen Mill Co. for its blankets for over 100 years. This one is crafted from 100 percent wool and weighs 3.5 pounds. The design is inspired by the blankets supplied on Navy ships—and if it’s tough enough for the Navy, you can bet it will withstand a Fourth of July picnic. We like the gray version, but it comes in several different styles and colors.

Find it: Faribault Woolen Mill Co.

7. American Flag Cornhole; $90

Two American flag cornhole boards with bean bags.
GoSports, Amazon

Baseball faces some stiff competition from cornhole for the title of No. 1 American pastime. This lawn set includes four blue bean bags, four red bean bags, and two boards decorated to resemble the American flag.

Find it: Amazon

8. U.S. Map Cutting Board; $20

Wooden cutting board in the shape of the U.S. map.
Totally Bamboo, Amazon

This 100 percent bamboo board eschews the traditional rectangle shape in favor of the outline of the American mainland. You can either keep it in the kitchen and use it as a cutting board or bring it out to the party as a serving platter for fruits, cheeses, and other hors d'oeuvres.

Find it: Amazon

9. Boston Tea Party Tea Sampler; $15

Six piles of loose-leaf tea.
Solstice Tea Traders, Amazon

A sip of one of the teas in this sampler will put you in touch with your inner revolutionary. Each of the six loose-leaf varieties—bohea black tea, oolong, congou black tea, souchong, singlo, and hyson—was among those tossed over the sides of British ships during the Boston Party. Whether you drink the tea or chuck it into the nearest harbor is up to you. (If you're looking for something to put on display, UncommonGoods also sells a slightly pricier, more elegant option with five teas.)

Find it: Amazon

10. State Map Prints; $27 and Up

A poster featuring a colorful map of Wisconsin
Bri Buckley, Society6

These unique prints by Bri Buckley highlight the beauty of each U.S. state in vibrant color. Each state map is available in both a modern and a vintage style, and like most Society6 art, the design is also available on tapestries, shirts, pillows, tote bags, and more.

Find it: Society6

11. Bald Eagle Pool Float; $15

A man and a woman ride a bald eagle pool float
Swimline, Amazon

Cool down the patriotic way this Fourth of July. This massive 8-foot-by-6-foot bald eagle pool float can fit up to two people comfortably, and will look great floating around your pool during your backyard barbecue.

Find it: Amazon

A version of this article first ran in 2017. It has been updated for 2019.

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