Via Fastcodesign.com:
WE SPOKE TO HASBRO’S STAR WARS DESIGN DIRECTOR TO DISCOVER HOW THE MOST ANTICIPATED TOY LINE OF ALL TIME IS CREATED.
When I was a kid growing up, Christmas day meant one thing: more Star Wars toys. I couldn’t get enough of those beloved 3 and 3/4-inch Kenner action figures. Luke Skywalker in Jedi Knight Outfit, Han Solo in Hoth Gear, and my favorite, the yellow and green alien Amanaman, just because he looked so weird. And I wasn’t alone in my love. Matter of fact, the first line of Star Wars action figures produced by Kenner (since acquired by Hasbro) between 1978 and 1985 sold 300 million units and brought in £3.8 billion in revenue. That’s astounding considering the six films to date have brought in only a little more–just over $4 billion at the box office. And when Hasbro relaunched the Star Wars action figure line again in 1995, sales of its figures took in an additional $5.5 billion over the next 16 years.
But those Death Star-sized numbers could soon look no bigger than an X-Wing in comparison. Star Wars: The Force Awakens, the next chapter in the likely never-ending Star Wars film franchise, opens December 18. And while it is sure to be a billion-dollar global blockbuster, the brand will once again generate billions more through merchandising—far surpassing what the film will take in at the box office and possibly surpassing the merchandising haul for the first trilogy combined. Macquarie Research estimates that in the 12 months following the film’s release, $5 billion of Star Wars merchandise will be sold, much of that generated from the iconic 3-and-3/4 inch action figure line made by toy powerhouse Hasbro.
Yet ever since opening my first Jabba the Hutt playset, there was two things I always wondered: “How do they make Star Wars figures? And who is lucky enough to get that job?” To finally get that answer I spoke with Steve Evans, Hasbro’s Star Wars design director and the man responsible for every The Force Awakens toy your child will be opening this Christmas.
BECOME THE STAR WARS DESIGN DIRECTOR, YOU WILL
With Star Wars toys being such big business—and so important to Hasbro’s bottom line for years to come—you might think that the man responsible for overseeing the most hotly anticipated toy line of all time might be concerned if its merchandise will sell as well as investors hope. But according to Evans, there’s only one group of people he’s interested in impressing: the fans.
“There’s a great sense of responsibility because it’s such a big franchise, and it’s such an important franchise to many people throughout the world of all ages and all genders,” says Evans, 42, who includes himself in that group of fans he wants to impress.
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