When Kenner started out on its 3 ¾ inch Star Wars action figure adventure in 1977 the popularity of the movie caught the toy company by surprise. It would be unthinkable today, where a marketing frenzy surrounds every film released with a potential toy franchise, but back then Kenner were so unprepared that they were unable to deliver any Star Wars action figures to toy stores in time for Christmas! The solution they came up with would become the stuff of collector legend – Kenner pre-sold empty boxes with an “early bird” order card, which could then be mailed away and redeemed for figures (Luke Skywalker, Princess Leia, R2-D2 or Chewbacca) when they became available. Kenner not only got away with this stunt, but seeing its success would repeat the idea later down the line with several “mail-away” or “mail-in” special offers.