ABSTRACT
Transmedia Worlds In May of 1977, the lm Star Wars premiered. It was a surprise hit with young and old alike, but especially with the young. Children were going to see it again and again. It took nearly a year for Kenner Toys to produce a line of action gures based on the movie characters, but even a year after the lm’s release, the toys were a tremendous success, selling as fast as they could be produced and continuing to sell well for years. Other Star Wars merchandise was produced-posters, jigsaw puzzles, sleeping bags, paper plates, and just about everything else you can imagine-but nothing was as popular as the action gures.
