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30s Merchandising: Lucas's Billion-Dollar Decision
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Created July 15, 2025About this video
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George Lucas turned a single decision into billions. Instead of a bigger paycheck,
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he kept the merchandising rights to Star Wars. Studios saw toys as worthless in 1977,
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but Lucas saw a universe ripe for fans. While they chased box office sales,
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Lucas cashed in on every toy and game. Disney’s 4 billion dollar purchase
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wasn’t just for films, but a goldmine of merchandise. The real money?
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It's often where others aren’t looking.
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