Back in the eighties, Star Wars gave a big step not only in the way movies were done and experienced; thanks to KENNER, the toy company that introduced the toy line, Star Wars left a mark deep in the heart of thousands of children around the world.
The Kenner action figures, vehicles and playsets were a key part of the “Star Wars” phenomenon. Some will say the relationship kids of those days had with Star Wars was through the Kenner Action Figures. We would agree.
No other toy line in those years had the appeal these little toys had. But the attraction was not only residing in the toy itself, a considerable part of the magic was in their presentation, the Magic was in the packages. When you had a carded action figure in your hands, you could make a lightspeed
connection with the movies.
Kenner SW toys were a way to take the movie home.
When we were kids nothing compared to the joy feeling of being in a toyshop and
admire full hangers of Kenner Star Wars toys, it was just awesome.
We, at the Vintage Studio, know and remember the historic value of these boxes and thats is why we seek to preserve that heritage in our packaging.
When we reached professional level quality, we started to ask ourselves about the presentation of the figure.
Were we going to offer it loose or was is going to have some kind of packaging?
How would it look like?
Would it be vintage or modern look?
We knew we wanted to run the extra mile, but we still needed to define what that extra mile meant in our project.
Thinking deeply about the issue, we realized the importance of the package if we were going to succeed in our quest. One of our basic premises for the project since the begining, if not the most important, was to grant fellow fans the chance to relive memories from their past, from their childhood, to make them feel as they felt so long ago. With that in mind, it was determined very easily that a modern package will not be adequate for our main purpose.
First Twelve Kenner SW Action Figures
When Kenner was finally able to release its first assortment of SW Action Figures back in 1978 they assembled a nice set of 12 that one way or another allowed children to recreate almost the entire movie in a very basic way.
Kenner knew they were introducing a new line in the market and probably a new concept in the toy industry, because back in those days the idea of a toy line based in a movie franchise was something new, somehow unexplored and was considered very risky by industry standards. So, in order to minimize risks and grant visual impact to this line in the toy shops, they designed a fantastic package for the Action Figures based in a direct tie to the movie. A big 15 cm x 23 cm card was the frame where the figures were presented. In this card, the toy occupied less than the 20% of the entire space, the rest consisted in a frame of the film showing the
character in which the figure was based, surrounded with a beautiful simulated chrome border crowned gloriusly by the name of the new kid in town, STAR WARS. This design produced several effects:
It drew attention on the line over other products in toys aisles.
Allowed kids to instantly recognize the character from the movie, it didnt matter that the figure actually didnt look as the real character (example R2-D2), customers knew in seconds what character they were being offered.
Allowed kids to instantly make a connection with the movie and as said earlier, to own and take the movie home.
The chrome simulation border somehow introduced in your mind the idea of a premium product, making them more attractive than other toys presented as....just toys.