May 25, 1977 – the day it all began, when the immortal words “A long time ago, in a galaxy far, far away” first crawled onto theater screens.

On Friday, the 9th Star Wars film hits theaters – a time to recall some of the merchandising markers that George Lucas laid down in what many consider to be the launchpad of the modern era of movie merchandising – and to ruminate on the fact that Disney now owns both LucasFilm and Fox, which financed and distributed the first Star Wars film.

Control freak?

*George Lucas gave evidence pretty early that he might have even been a better businessman than filmmaker. After making the first Star Wars, Lucas wanted control of any sequels. As his attorney at the time later told Deadline: “The deal that was offered to Fox [for the first sequel] was, you get distribution rights theatrically and video around the world for seven years, and we retain everything else. And, by the way, we want the merchandising back.” Fox ultimately did the deal.”

*If you think Star Wars itself was a saga, consider the oft-told tale of toymaker Kenner underestimating demand for action figures that first year, and openly shipping empty boxes with IOU coupons to satisfy pre-Christmas demand. File that one under “Can you even imagine this happening today?” (Well, actually, yes. See “Baby Yoda” below). It even inspired an homage marketing campaign by Hasbro (which earlier bought Kenner) in 2005.

Gut merchandising

*Let’s just say that merchandising back then was a little less systematic. Jerry Kapner, then the toy buyer for the New England department store chain Jordan Marsh, recalled drafting a 6’8” stockboy in the downtown Boston flagship to occasionally don a Darth Vader costume to loom over the department.

*Bringing us ultimately to today, with toy companies taking pre-orders – sort of like IOU coupons, no? – for Baby Yoda toys that won’t be shipped until spring.

May the Force be with them.