For as long as there has been “Star Wars,” there have been “Star Wars” toys.
“When the first movie came out in ‘77, that was around the same time that action figures were really first starting to get really big because the toy companies were of course going through their brains, ‘How can we sell dolls to boys?’” said Michael Kirpin, a member of the New England Science Fiction Association. I stopped by their HQ in Somerville this week to chat “Star Wars” in advance of what has been dubbed “Force Friday.”
“Star Wars,” a global phenomenon now owned by Disney, was conceived in California by a young George Lucas, filmed largely overseas, and set in a galaxy far, far away, but it nevertheless has a deep, and critical, connection to our region — the movie franchise’s iconic action figures are made by Hasbro, based in Pawtucket, R.I. That connection was on full display across the world over the past 24 hours.
Tommy Wakeman was a boy when the “Star Wars” prequel trilogy launched in 1999. Like millions of other kids, he and his brothers were hooked — on the movies — and the merchandise.
“My favorite podracer was Odi Madrel, but that’s besides the point, he never got a Lego set,” Wakeman said. “Though he was a mini-figure in Wado’s shop Lego set.”
That kind of passion, and fanatical attention to detail — especially when it comes to the toys — is something you don’t have to tell Joe Ninivaggi about.
“There’s nothing like it,” Ninivaggi said. “Nothing is like 'Star Wars.’”
Ninivaggi is an admitted “Star Wars” fanboy. More importantly, he’s senior brand manager for Hasbro’s global “Star Wars” business.
“You know, the toys especially, action figures and vehicles and role-play and light sabers,” Ninivaggi said. “You know that goes hand-in-hand — it always has. It’s almost as much a point in the entire 'Star Wars’ saga as the movies are.”
Since 1991, when Hasbro acquired Kenner, the company that introduced the iconic 3 3/4-inch action figures, the galactic base for the physical “Star Wars” universe has been located in Rhode Island, where hundreds of artists, designers and support staff churn out everything, from action figures to light sabers to a Darth Tater Mr. Potato head.
“Everybody that works on this business — it’s not just a business — they’re true fans,” Ninivaggi said. “I mean, we’re really, really passionate about 'Star Wars.’”
They’ve also been pretty busy lately. Disney now owns LucasFilm and, with it, the “Star Wars” brand. “The Force Awakens,” the first in a new trilogy of films, hits theaters in December and excitement among fans has gone into hyperdrive. Set 30 years after “Return of the Jedi,” Luke Skywalker, Princess Leia and Han Solo will all be back and a new generation of droids and creatures, heroes and villains will be introduced.
“You get to see what happens after the second Death Star exploded,” Ninivaggi said. “And I think it’s just really special. Nobody ever thought that this moment was going to come. The amount of love and passion and time that got poured into this line is unlike anything.”
Hasbro’s new line of toys for the upcoming film, featuring fresh characters like the evil cyborg Kylo Ren and crack X-wing pilot Poe Dameron was unveiled today, Force Friday, at midnight openings around the world, from Sydney to Tokyo, Mexico City to, well, Woburn.
Shortly before midnight, some 60 people of all ages were lined up outside a Toys R Us there, including a father and son from New Mexico, a group of guy friends who are - in their words - into “toy nerd stuff,” and a Patriots season ticket holder who skipped the final preseason game to nab some new Star Wars collectibles.
If you’re surprised that in our screen-obsessed, digital age, actual toys can generate this kind of buzz, Ninivaggi says you shouldn’t be, In his words, nothing is like “Star Wars.”
“The imagination that fueled George Lucas from the very beginning is what continues to fuel the fans that love the property, and I think the physical toy allows kids to fully utilize their imagination,” Ninivaggi said. “There’s nothing like getting a lightsaber in your hand.”
And so, it appears that months before it even hits theaters, the Force has already started to awaken.
If there is anything that you have been just plain curious about, you can always email Edgar at curiositydesk@wgbh.org. He might just look into it for you.
