When Every "Star Wars" Fan Wanted an Empty Box

A Toy Company Solved a Problem with Creativity

Happy New Year!

We’re 10 days into 2025 — is it too late to say Happy New Year?

Over the last few weeks I’ve seen a jump in subscribers to Curious Minds. So if this is your first time here, WELCOME!

And if you’ve been following your curiosity with me for longer, WELCOME BACK!

Loyal Curious Minds readers will know that my curiosity leads me to all kinds of places — and that I share a diverse mix of stories here.

There are serious deep dives into something from history (like events from World War II or women’s suffrage) and then there are lighter stories (like why the ice cream machine at McDonald’s is always broken or the story behind the song Who Let The Dogs Out).

My goal with this newsletter is always to celebrate the joy that comes with curiosity — and encourage you to follow yours. I hope each story gives you something to think about (and bonus if it makes you smile!).

And as it’s the start of a new year, I wanted to kick things off with something fun that has been on my mind — toys.

I see you Sony Sports Walkman. I’m still sad Santa never put you in my stocking. I did get the glow worm and Rainbow Brite though.

I remember the ‘must have’ Christmas toys kids wanted when I was growing up.

Cabbage Patch Dolls. The latest Nintendo console. Teddy Ruxpin.

My curiosity led me to look up the most popular toys from Christmases past, and I discovered that in 1977, there was one toy that everyone wanted – but couldn’t have:

Star Wars action figures.

But what’s the story behind those first Star Wars toys?

I was curious…

It’s hard to imagine a time when Star Wars wasn’t a hit.

But, expectations were low when George Lucas was making his little space movie.

When he tried to strike up a toy deal in 1976, the big toy manufacturers like Hasbro and Mattel turned him down. 

And that’s how a small Cincinnati, Ohio toy company called Kenner got the deal to make Star Wars toys.

But the parties didn’t come to an agreement until April 1977 – just a month before the film hit the theatres.

There was no time to produce toys for the film’s release. 

So Kenner got creative.  

They re-configured other toys, throwing new labels and stickers to brand products as ‘Star Wars.’

Take a headset, slap on a Star Wars label and you have. ‘Star Wars Luke Skywalker AM Headset Radio’!

But Kenner knew they wouldn’t have any meaningful toys – the figures or fighters – by Christmas. 

And by then, Star Wars was the highest grossing film of all time. 

So Kenner came up with a two-part plan.

The first part was to create anything that could be made quickly, like picture-based products, or products that didn’t require much safety checking (e.g. puzzles, bags, and paint sets). 

What every young Star Wars fan wanted…

The second part was a decision the CEO of Kenner, Bernie Loomis, called ‘the loneliest decision’ of his life –

The Star Wars Early Bird Certificate Package. 

It was essentially an empty box – with a certificate for four action figures – R2D2, Luke, Leia, and Chewbacca.

Kids had to mail in the certificate to claim the figures – that would arrive 2-6 months later. 

And it was a huge success. 

When the Star Wars action figures finally arrived in toy stores in May 1978, they flew off the shelves. 

Kenner sold 22 million figures that year.

Those original action figures still sell for thousands of dollars – and so do The Early Bird Certificate boxes.

When did Luke Skywalker go blonde?

But good luck finding a box in decent condition.

As you might expect, many excited kids ripped open those boxes on Christmas Day!

Curious how they convinced people to buy an empty box?

Check out the old commercial:

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One more thing…

Even the displays for Early Bird Certificate Package are valuable.

In December 2015, Sotheby’s sold a store display of the Early Bird Certificate Package for $20,000 US.

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Who Got Coal from Santa?

Each year people share lists of the best books, films, and albums.

I love those lists.

But no one was writing a list of the best (and worst) communication moments.

So I started doing it!

It’s one of my favorite things to write each year — and in case you missed it, here’s my list of the communicators who made it to Santa’s Naughty List and who received coal in their stockings…

And here are my 10 people whose communication skills earned them a spot on Santa’s Nice List…

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How Can I Help?

I’ll keep saying it: Communication matters.

Poor communication costs you — money, relationships and your reputation.

And if you want to improve your communication (and get all the good things that come with that), I’m your gal.

So many companies could reap significant benefits – from performance and culture to retention and engagement – by improving their communication.

So, if you know someone who could benefit from some help (as even the most seasoned leaders do), please get in touch and check out my website for more information.

You can also see my Top 10 list of what I can (and can’t) do for you here.

And if you see any communication examples (the good, the bad, and the ugly) that you think are worth analyzing or sharing, please send them my way!

Until next time, Stay Curious!

-Beth