12 Movies and a $10M Toy Budget: Inside Kenner’s Star Wars 1979 Promo Reel

Step back into 1979, when the future of Star Wars was full of mystery, playground hype, and massive promises.

I love these retro videos from the 70s where we had so much anticipation for Star Wars. So many unanswered questions which was part of the fun, the mystery of Star Wars.

I even remember the buzz in the school playgrounds back then, with everyone talking about Lucas making more Star Wars movies. Some said there were going to be nine in total while others swore it was twelve. To be honest, I just wanted more of it, all while I negotiated with friends to swap their Topps trading cards so I could finally complete my blue bordered series.

Back in 1979, Kenner released an internal promotional video aimed at toy store buyers and department stores. The main goal was to convince retailers that Star Wars was far more than a passing fad and to get them to commit massive shelf space for the upcoming toy lineup.

Partway through the presentation, the narrator drops a pretty wild line, claiming that George Lucas and 20th Century Fox had plans for twelve more Star Wars movies.

At the time, Lucas was floating the idea in media interviews that his grand saga could eventually span anywhere from nine to twelve chapters. Kenner naturally seized on that to reassure store owners that they would be selling Star Wars toys for decades to come.

It is such a fantastic piece of history. The video also highlights their record breaking $10 million advertising budget for 1979, along with the summer theatrical rerelease that gave fans their very first sneak peek at The Empire Strikes Back.

Check out the original video reel below!

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