Check Out These Classic Ads for Vintage Star Wars Toys!

November 8, 2023 Patrick London

Before the internet age, sales of Star Wars merchandise relied heavily on print media, including comic book ads, catalogs, and circulars. Today, these vintage Star Wars ads are more than curiosities; they are a throwback to a simpler time, and a wonderful source of nostalgia for Star Wars fans, especially for those who grew up during the release of the original films.

Here are some of classic ads for Star Wars toys and merchandise from the 1970s and 1980s.

1977 The Early Bird/A New Hope Era

In 1977, Star Wars was a surprise hit, and merchandise was not available during that initial summer, outside of t-shirts and some random items. Kenner, who had obtained the license to make toys only a few months before the film opened, didn’t have toys ready for the Christmas 1977 season. To give parents something to put under the tree, Kenner sold the infamous “Early Bird Certificate Package,” which was basically a cardboard display and a certificate that could be mailed in and have the first four figures sent to you…eventually. Despite basically being an empty box, the “Early Bird” kit sold well, especially when it was promoted with ads like this, which was kind of awesome. And you only had to wait until February to get your action figures.

After the original film was released, nearly every comic book had an ad of some kind for Star Wars merchandise, especially t-shirts, backpacks, and posters, like this one from Factors. with shipping as low as 75 cents!

Comic book and magazine ads for Star Wars action figures and merchandise were extremely popular, and the Warren Publishing Company offered fans a chance to get figures they couldn’t find at their local store. This ad (likely from 1978 to 1979) offered the second wave of figures for only $2.95 each. The ad likely ran in one of their publications, which included the magazines Eerie, Creepy, and Famous Monsters of Filmland.

In 1979, Tradeway Stores ran this sale, offering $1.77 action figures and the Land of the Jawas playset for $5.97! That Mork & Mindy game was a deal too! We’re not familiar with Tradeway stores, but it appears they were a regional chain in Indiana, and went out of business in the early 1980s. Maybe their sales were TOO good.

1980 The Empire Strikes Back Era

In 1980, Toy City in Memphis, TN was promoting the new toys from The Empire Strikes Back with a full-page ad – in color!

The Empire Strikes Back Toys took center stage in this ad. Image from Toltoys.com.

In 1981, J.C. Penney catalogs featured The Empire Strikes Back toys across multiple pages.

1983 The Return of the Jedi Era

Here’s some Return of the Jedi goodness from an unidentified catalog.

Return of the Jedi room decor was all the rage in 1983, with sleeping bags, wallpaper, clocks, curtains, and bedding available.

Ewoks were supposed to be the surprise characters in Return of the Jedi – George Lucas went so far as to censor pictures of them on the backs Star Wars action figure cardbacks prior to the film’s release. The furry heroes of Endor divided fans, but there was plenty of merchandise for young kids who loved them. That included a whole set of plushes, featured in this catalog page. Wicket W. Warrick, Kneesa, and Baby Ewoks were among the offerings.