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.

Vermont and Maine Are Replacing Columbus Day With Indigenous Peoples' Day

David Ryder/Getty Images
David Ryder/Getty Images

The narrative surrounding Christopher Columbus has shifted in recent years, leading some U.S. states and cities to reconsider glorifying the figure with his own holiday. If the governors of Vermont and Maine sign their new bills into law, the two states will become the latest places to replace Columbus Day with Indigenous Peoples' Day, CNN reports.

In 1971, the Uniform Holiday Bill went into effect, officially designating Columbus Day as a federal holiday to be celebrated on the second Monday of October. The holiday was originally meant to recognize the "discovery" of America—a version of history that erases the people already living on the continent when Columbus arrived and ignores the harm he inflicted.

As Columbus's popularity decreases in the U.S., some places have embraced Indigenous Peoples' Day: A day dedicated to Native American culture in history. The holiday is already observed in Seattle, Washington; St. Paul, Minnesota; and Alaska. Earlier this year, Sandusky, Ohio announced they would swap Columbus Day for Voting Day and give municipal workers the election Tuesday of November off instead.

Indigenous Peoples' Day has been celebrated in place of Columbus Day in Vermont for the past few years, but a new bill would make the change permanent. The Vermont state legislature has voted yes on the bill, and now it just needs approval from Governor Phil Scott, which he says he plans to give. If he passes the law, it will go into effect on October 14, 2019 (the date Columbus Day falls on this year).

Maine voted on a similar bill in March, and it gained approval from both the state's Senate and House of Representatives. Like Governor Scott, Maine governor Janet Mills plans on signing her state's bill and making the holiday official.

Regardless of the legal status of Columbus Day, Indigenous Peoples' Day celebrations take place across the country every October. South Dakota hosts Native American Day festivities at the Crazy Horse Memorial each year, and in Seattle, Indigenous Peoples celebrations last a whole week.

[h/t The Washington Post]

6 Creative Recycling Efforts From Around the Globe

iStock.com/ElenaSeychelles
iStock.com/ElenaSeychelles

Recycling isn't—and shouldn’t be—limited to separating plastic cartons, junk mail, and tin cans for the garbage collector. This Earth Day, think outside the plastic bin, and brainstorm creative ways to convert or re-purpose old, discarded, or unexpected materials into something new and useful. Don't know where to start? Get inspired by one (or all) of the sustainable organizations and initiatives below.

1. The Shopping Center That Sells Recycled/Upcycled Items

The adage “one person’s trash is another person’s treasure” rings true in Eskilstuna, Sweden. The metropolis is home to a shopping center, ReTuna Återbruksgalleria, which only sells upcycled, recycled, or sustainable merchandise. (The name ReTuna Återbruksgalleria combines Tuna, which is a nickname for the city; återbruk, which means “reuse” in Swedish; and galleria, which means mall.)

Patrons can drop off objects they no longer want or need at a designated recycling depot. Items that can be repaired are fixed and re-sold in the mall’s nine shops, which offer customers everything from furniture to clothing items to sporting equipment. Goods that can’t be sold are donated to needy institutions or organizations, or recycled.

2. The Mall That Feeds Its Food Waste To Hogs

A sign outside the Mall of America
iStock.com/Wolterk

The Mall of America in Bloomington, Minnesota, is the nation’s largest shopping center—and it’s also vying for the title of “greenest.” In addition to LED parking garage lighting, water-efficient toilets, and thousands of air-purifying plants and trees, the mall annually recycles more than 2400 tons of food waste by donating it to a local hog farm. (If you’re an entrepreneur who’s interested in emulating the MOA’s large-scale food waste strategy, you can check out the Environmental Protection Agency’s guidelines for getting started here.)

3. The Nonprofit That Transforms Flip-Flop Flotsam Into Art

Around 8.8 million tons of plastic enter the ocean each year. Soda bottles, grocery bags, and six-pack rings aren’t the only plastic items polluting the world’s waterways and harming fish, turtles, and other animals: In 1997, marine conservationist Julie Church came across a beach in Kenya that was strewn with discarded flip-flops.

Church noticed children making toys from the debris, and convinced local women to collect, wash, and process the flip-flops into colorful art objects. This initiative grew into Ocean Sole, a fair-trade business that today collects flip-flop flotsam from Kenya's beaches and waters and transforms them into plastic sculptures, accessories, and trinkets. Ocean Sole's goal is to recycle 750,000 flip-flops per year, and the organization also provides business opportunities to women living in city slums and remote coastal areas.

4. The Company That Turns Used Diapers Into Usable Items

 
Founded in 1989, Knowaste is a Canadian company that recycles diapers and absorbent hygiene products (AHPs), such as baby diapers, feminine hygiene products, and incontinence pads. They've developed a way to strip them of their plastic and fiber, which they then use to make products like composite construction materials, pet litter, and cardboard industrial tubing.

5. THE ECOLOGICAL NONPROFIT THAT COLLECTS HAIR TO CLEAN UP OIL SPILLS

Work at a beauty salon or own a furry pet? Instead of tossing shorn or shed hair into the trash, donate it to Matter of Trust. The San Francisco-based ecological charity’s Clean Wave program collects hair and fur, and uses it to make oil-absorbing mats and stuff containment booms. Hazmat teams use these all-natural tools to clean up after oil spills, and public works departments use them to keep motor oil drip spills out of waterways.

In addition to large-scale donations from beauty salons, barbershops, and groomers, Matter of Trust also accepts smaller contributions from private individuals. If you’re interested in helping out, visit Matter of Trust’s website, register to participate in the nonprofit’s Excess Access recycling program, and follow the instructions to donate. The program’s need for hair and fur ebbs and flows, depending on the volume of recent donations. But in the case of an emergency oil spill, all donations are welcome. (Cases in point: Matter of Trust’s hair mats and booms were used to help clean up after both the 2007 Cosco Busan oil spill in the San Francisco Bay and the 2010 BP Deepwater Horizon oil spill in the Gulf of Mexico.)

6. The Nonprofit That Re-Purposes Old Crayons Into New Ones

As art supplies go, crayons are relatively cheap, making it all too easy and inexpensive to toss scuzzy, broken, and worn-down wax stubs into the trash and purchase new ones. But crayons are typically made from paraffin wax and aren’t biodegradable—so to keep old art tools from clogging landfills, a Northern California-based nonprofit called The Crayon Initiative collects unwanted crayons from restaurants and schools and melts them down to make fresh ones. Then, they donate the re-purposed goods to children’s hospitals. Family restaurants and schools can find out how to organize crayon donation drives online.

A version of this article first ran in 2017. It has been updated to reflect current data.

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