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No one knew how popular the movie Star Wars would be when it came out in 1977. Certainly Kenner, the maker of Star Wars toys, didn't. Kenner had no intention of creating action figures for the film, instead going with cheap toys like puzzles and other lame junk that no one would want from a film Kenner must have assumed no one would see. Turns out a few people did see the flick and those few people wanted a Luke Skywalker or Darth Vader doll. Kenner didn't have any, so they came up with this ingenious gambit: let people buy Early Bird certificates good for an action figure when they became available. This amounted to thousands of children ripping open their presents on Christmas morning to discover their parents' bought them an empty box. And that is when George Lucas introduced bottomless disappointment to his fans, a gimmick he would later perfect with the Star Wars prequels.