If you liked this article, please like us on Facebook or follow us on Twitter and please consider Donating to keep the blog going
It’s become something of a cliché now to point out how, when it premiered, Star Wars changed everything, but it really did. The ramifications of Star Wars as a film and, more importantly here, a multimedia phenomenon are still being felt today. One of the biggest changes brought about Star Wars was a complete revamp to the way toys are created and sold. Before this moment toys tended to exist as unique entities. There were a handful of tie-in toys but for the most part toy “franchises” stayed confined to the medium of toys. With the advent of Star Wars, suddenly franchised toys were big business, and Reagan’s deregulation of the FCC’s rules about advertising led to even more through TV shows built as ads for the toys.
This was the first time something called ‘structured play’ entered the realm of American toy production, where the idea was that toys weren’t just for the imagination, but they were coming with a prebaked story and universe that informed them. As such, when toy companies in the ‘80s and ‘90s wanted to keep selling new action figures from Terminator or Predator after the original film ended they needed to come up with new stories to base the new toys around.
This series of events led to a ton of various toy lines at the time acting as the first expanded universe for the various franchise, the first place officially licensed new stories emerged even if it was just in the form of commercials or on the back of the packaging. In this series, Extended Toy Box, I’m going to take a closer look at these franchises as well as occasionally touching on toys in general. With all that said, let’s look at one of the best examples of this with Aliens.





