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.

Kodak’s New Cameras Don't Just Take Photos—They Also Print Them

Your Instagram account wishes it had this clout.
Your Instagram account wishes it had this clout.
Kodak

Snapping a photo and immediately sharing it on social media is definitely convenient, but there’s still something so satisfying about having the printed photo—like you’re actually holding the memory in your hands. Kodak’s new STEP cameras now offer the best of both worlds.

As its name implies, the Kodak STEP Instant Print Digital Camera, available for $70 on Amazon, lets you take a picture and print it out on that very same device. Not only do you get to skip the irksome process of uploading photos to your computer and printing them on your bulky, non-portable printer (or worse yet, having to wait for your local pharmacy to print them for you), but you never need to bother with ink cartridges or toner, either. The Kodak STEP comes with special 2-inch-by-3-inch printing paper inlaid with color crystals that bring your image to life. There’s also an adhesive layer on the back, so you can easily stick your photos to laptop covers, scrapbooks, or whatever else could use a little adornment.

There's a 10-second self-timer, so you don't have to ask strangers to take your group photos.Kodak

For those of you who want to give your photos some added flair, you might like the Kodak STEP Touch, available for $130 from Amazon. It’s similar to the regular Kodak STEP, but the LCD touch screen allows you to edit your photos before you print them; you can also shoot short videos and even share your content straight to social media.

If you want to print photos from your smartphone gallery, there's the Kodak STEP Instant Mobile Photo Printer. This portable $80 printer connects to any iOS or Android device with Bluetooth capabilities and can print whatever photos you send to it.

The Kodak STEP Instant Mobile Photo Printer connects to an app that allows you to add filters and other effects to your photos. Kodak

All three Kodak STEP devices come with some of that magical printer paper, but you can order additional refills, too—a 20-sheet set costs $8 on Amazon.

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35 Offbeat Holidays You Can Celebrate in August

Buckle up! National Roller Coaster Day is coming.
Buckle up! National Roller Coaster Day is coming.
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Many of August's quirky holidays revolve around celebrating loved ones and seasonal delights, so grab your family (Fido included) and a bag of marshmallow and let's party.

1. August 1: National Girlfriends Day

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Rest easy, boyfriends of the world, this holiday has nothing to do with you. National Girlfriends Day honors the lady friends who are there for their fellow lady friends.

2. August 1: Respect for Parents Day

We have a feeling an unappreciated parent came up with this holiday.

3. August 1: Rounds Resounding Day

This offbeat holiday honors the art of singing rounds, so find some pitch-perfect friends and warm up those vocal chords (via Zoom is fine).

4. August 1: National Mustard Day

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We'll use any excuse to eat a hot dog—or three.

5. August 2: National Psychic Day

But don't bother planning a surprise party for your resident clairvoyant.

6. August 2: National Sisters Day

Make sure to set aside the first Sunday in August as a day to celebrate the unique bond that you have with your sister(s).

7. August 4: Single Working Women's Day

In 2006, Barbara Payne established the Single Working Women’s Affiliate Network to recognize the achievements that single women have contributed to the world. Single Working Women's Day comes at the end of Single Working Women's Week, a time to celebrate the women "who do it all. Not only do they bring home the bacon, but they also shop for it, cook it, serve it and clean it up, then take out the garbage, walk the dog, and fix the sink (or call the repairman!)."

8. August 5: National Underwear Day

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Underwear emporium Freshpair founded National Underwear Day on August 5, 2003. Since then it has grown to include events around the country that encourage the 80 percent of people who have worn the same style of underwear their whole lives to branch out.

9. August 6: National Fresh Breath Day

If ever there were a day to stage an intervention with your halitosis-afflicted friends, today’s the day. Or, give yourself an extra brush and a bonus swirl of mouthwash and say ah. Probably a good idea to lay off the onions and garlic for the day, too.

10. August 7: International Beer Day

Back in 2007, a group of friends decided to internationally dedicate a day to "gather with friends and enjoy the deliciousness that is beer, celebrate the dedicated men and women who brew and serve our beer, and bring the world together under the united banner of beer." And to that we say, cheers! Or salud! Or prost! Or gan bei! Well, you get the idea.

11. August 7: National Lighthouse Day

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In 1989, on the 200th anniversary of having signed "An Act for the Establishment and Support of Lighthouse, Beacons, Buoys and Public Piers" into law, Congress decreed August 7 to be National Lighthouse Day.

12. August 8: National Dollar Day

On this day all the way back in 1786, the Continental Congress established a monetary system for the United States of America. Today, you can honor the birth of cold hard USD cash by carrying a few Georges, Andrews, and Abrahams in your wallet. If you decide to invite Benjamin, give us a call!

13. August 8: National Happiness Happens Day

Celebrated annually on the founding date of the Society of Happy People (formerly known as the Secret Society of Happy People—but why keep that a secret?), which you can join for free.

14. August 9: National Book Lovers Day

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For most book lovers, every day is a day to celebrate reading. But for the sake of celebration let’s open up the floor to all interpretations of what it means to be a “book lover.” Perhaps you just love the physical feel of a book, and have no interest in cracking one open. Or maybe, this day is meant to honor books in love with each other. Today is the day to exalt book lovers of all shapes, sizes, covers, and word counts.

15. August 9: Veep Day

Veep Day commemorates the date in 1974 when Gerald Ford became President without ever having been elected as either vice president or president. Ford had become vice president after Spiro Agnew resigned due to a kickback scandal. When Nixon later resigned amid the Watergate scandal, Ford found himself occupying the Oval Office. This was the first time the VP had become president under these terms.

16. August 10: National Lazy Day

National Lazy Day falls on a Monday this year. So be sure to plan ahead.

17. August 10: National S’mores Day

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The original s’mores recipe, published in Scout leader Loretta Scott Crew's 1927 Tramping and Trailing with the Girl Scouts, called these campfire treats Some Mores. Which is exactly what you'll be asking for.

18. August 11: National Presidential Joke Day

On this day in 1984, during a sound check for a radio broadcast, Ronald Reagan cracked the following joke:

“My fellow Americans, I am pleased to tell you today that I’ve signed legislation that will outlaw Russia forever. We begin bombing in five minutes.”

Who knew the Gipper had such a dark sense of humor? He certainly didn’t know the mic was already recording, and the tape leaked. Since this little gaffe, August 11th has lived on as Presidential Joke Day.

19. August 12: National Middle Child Day

Even though birth order doesn't really affect your personality, let's hear it for the middle children of the world.

20. August 12: Vinyl Record Day

First declared such in 2002, Vinyl Record Day is held on the anniversary of Thomas Edison's 1877 invention of the phonograph.

21. August 13: International Left Handers Day

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For those world citizens who have found themselves in a right-handed-scissors world, today the world honors your special gifts. The other 364, we righties are still secretly jealous. If you’re in the UK on the 13th, the Left-handers Club sponsors members-only areas called “Lefty Zones." Okay fine, we’re jealous all 365 days.

22. August 15: Chauvin Day

If you're worried that this is a day to celebrate chauvinists—you're actually kind of right. But don't worry: On the anniversary of Napoleon Bonaparte's birthday, we celebrate the interesting etymological history of the word chauvinism, which comes from a man named Nicolas Chauvin, who idealized Napoleon so much that he became internationally mocked for his blind loyalty to a cause. From there the term became associated with any misguided or ill-intentioned adherence to a particular cause, and finally, the discriminatory mindset it refers to today. And now, for some reason, we honor him and it.

23. August 15: International Geocaching Day

Harry Potter: Wizards Unite fans all over the world will be participating in this celebration without even knowing it.

24. August 15: National Relaxation Day

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Preferably celebrated in a hammock, on a beach, or with a pooped pup.

25. August 16: Joe Miller’s Joke Day

Joe Miller was an 18th century English actor whose reputation for being serious was so well known, we now hold an offbeat joke-telling holiday in his honor.

26. August 16: National Roller Coaster Day

The amusement first took root in the U.S. as a means of distracting people from unsavory entertainments. More than 130 years later, it's still going strong.

27. August 18: Bad Poetry Day

Roses are red / Violets are blue/ You probably saw this joke coming/ But we made it anyway.

28. August 19: National Aviation Day

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Franklin Delano Roosevelt laid out the ultimate burn by declaring Orville Wright's birthday National Aviation Day. Why he chose to honor Orville over Wilbur in 1939 is a mystery to historians, but we think National Aviation Day is a great time to start preposterous rumors based on wild speculation, i.e. maybe Wilbur Wright was a figment of Orville’s imagination. (It could also have had something to do with the fact that Orville was still alive when FDR made the day official ... and Wilbur was not.)

29. August 21: National Poet's Day

A day to soothe the bruised egos of poets mocked just three days prior on August 18's Bad Poetry Day.

30. August 21: National Senior Citizens Day

Now this is the holiday for which Reagan would have wanted to be remembered. On August 19th, 1988, a proclamation was made by the then-president that deemed August 21st as a national day to give older U.S. citizens thanks and a heartfelt salute. Decades later, we're still doing it.

31. August 22: National Tooth Fairy Day

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Because anyone who can make a money magically appear under your pillow deserves a day of feting.

32. August 26: National Dog Day

Be sure to give a dog—or all the dogs—you love an extra treat or belly rub. Because they're all good boys and girls.

33. August 26: Women’s Equality Day

Celebrated on the anniversary of the certification of the 19th Amendment, which prohibits discrimination in voting rights on the basis of sex.

34. August 28: National Bow Tie Day

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Celebrate by learning how to tie one.

35. August 31: National Trail Mix Day

Also known as National GORP Day. We love us a handy bag of “good ol’ raisins and peanuts,” but let’s be honest: the addition of M&M’s are what make trail mix truly great.