Not only did Star Wars change how movies were made, but also how they are marketed. Remember that while VCR’s and Cable TV were around in the 1970’s, it would be quite some years before either became as prominent as they would in the 80’s and 90’s. In fact, Hollywood was completely against cable television and ran ads in movie theatres (and ironically enough, on TV) telling people how bad an idea Cable Television was. They were worried that more channels meant that cinemas would receive less money from people. Toy makers saw little value in making toys based on movies. They didn’t have the staying power as TV shows or comics, once the movie was gone from theatre, it was believed the toys would not sell anymore.
George Lucas wanted to change that. He had to, because he’d spent so much money on A New Hope’s effects that he had to find some way to compensate. He did it with licensing. And not just toys, but later, comic books, tie-in novels–all kinds of stuff. It was, as the Star Wars parody Spaceballs famously put it, “Where the real money from the movie [was] made!” In fact, Kenner was the first toy company to even take the risk. I had some of these. I had the Emperor’s Guards (who started working for Skeletor after I got them because I figured “well, they had to get work somehow”), some Stormtroopers, and of course Luke Skywalker, Yoda, and even Wicket. (Yes, I liked the Ewoks, so what?)