Monday, September 29, 2025

The North is with Me, and I Am One with the North!



Jerry writes:

 As a Georgia native born and raised, I am pretty well-versed in the etiquette and decorum of bona fide "southern hospitality."

This September, I had the pleasure of attending “May the North Be with You” in Ontario and surprisingly found that “Canadian Hospitality” felt like a familiar slice of home. This was the fourth year that Ontario Star Wars Collectors Alliance: 43rd Legion (OSWCA) members Mike Freeman, Toby Black, Chris Porteous, Todd Thornhill, Clint Garniss, Michael Chomyn and James McCallum organized and hosted this incredible event, and they did not disappoint.

The May the North experience is one of the first examples of what many Star Wars collectors have termed “boutique conventions.” As opposed to massive corporate sponsored conventions such as Atlanta’s own Dragon Con, San Diego Comic Con, or Star Wars Celebration, these scaled-down events tend to be much more curated collector-focused experiences, while often highlighting regional culture and points of interest. 

Boutique conventions are also considerably more intimate with an attendance of usually less than 200 people. They place a strong emphasis on what many collectors regard as the most cherished elements of larger conventions, such as collector panels, room sales, and lobby swaps, as well as short excursions in the immediate area of the event. As someone who is not fond of the overwhelming scale and crowds of larger conventions, I have personally found that these niche, “boutique” events are much more enjoyable and gratifying, not to mention significantly more affordable.

Officially billed as “May the North Be with You IV: Return to 43 Hanna,” the convention was held at the Holiday Inn Centre in Oakville, Ontario. Since its inception, it has become primarily a celebration of Canadian Star Wars toys and collectors, centered around Toronto’s iconic Irwin Toy Limited. This small, quintessentially Canadian company was located at 43 Hanna Avenue and famously held licensing through Cincinnati’s Kenner Products to create “Kenner Canada,” who manufactured, packaged, and distributed Star Wars toys throughout The Great White North.

Ontario Star Wars Collectors Alliance: 43rd Legion event organizers (L-R) Chris Porteous, James McCallum, Todd Thornhill, Toby Black, Michael Chomyn and Mike Freeman.


In preparation for this 3-day extravaganza, fellow Georgia Alliance member Jason Wasulko and I flew from Atlanta to Toronto late Thursday evening, to take part in every activity the weekend offered. However, by the time we arrived, the festivities were already well underway at the hotel bar. 

Prior to the event, organizers had graciously offered to shuttle us from the airport to the hotel, but we were pleasantly surprised to find that they sent our good friend and fellow Georgia Alliance member Tony Johnson, who had just flown in a few hours earlier himself. Tony selflessly offered to pick us up curbside so the organizers could keep the party going back at the hotel, and they even paid him for his services. Canadian hospitality at its finest!

Following a good night’s sleep at the hotel, we hit the ground running on Friday morning in hopes of taking in some sights before event festivities kicked off that afternoon. Tony, Jason and I grabbed a quick breakfast at the local Canadian coffeehouse, Tim Hortons, and made our way south to Niagara Falls, which was a little over an hour away. We could not have picked a better day for sightseeing as the weather was gorgeous, and the vista at the Falls was absolutely stunning. As tempting as it was, we opted not to climb on the rails around the Falls since we were not sure if Superman was in the area to catch us if we fell.

Georgia Alliance members Tony Johnson, Jerry Hancock and Jason Wasulko at Niagara Falls


On the drive back from Niagara Falls, we made an obligatory stop at a couple of Toys R Us stores in the area and it was like stepping into a time machine. It's hard to imagine, but it has been over seven years since TRU shuttered its U.S. stores; yet the Canadian stores we visited looked and smelled as familiar as ever. Although the selection of Star Wars toys was smaller than we had hoped, it was interesting to see various American store exclusives available at a single store, as well as some exclusive Canadian items.  As we were leaving, one of the clerks noticed that Jason was wearing a Star Wars t-shirt, and she offered to give us a few Toys R Us Canada exclusive Black Series posters. She was also kind enough to take our picture with Geoffrey. Canadian hospitality, eh?

"I don't wanna grow up, I'm a Toys R Us Canuck!"


After we grabbed a quick lunch at Quiznos, we headed back to the hotel to freshen up. There we ran into Mike De Stefano from the Pennsylvania Star Wars Collecting Society, who made the drive up to the event with Erik Janniche, Matt Fox and Jonathan McElwain from the DC Area Star Wars Collecting Club. They kindly offered Jason, Tony and me a ride over to 4th Moon Toys in Downtown Toronto, which is owned by event organizer Mike Freeman.

Following an adventurous “RUSH-hour” commute into the city, complete with a playlist of Canadian classic rock courtesy of Mr. De Stefano, we arrived. I have been a fan of 4th Moon Toys for years and have made multiple purchases from them online, but nothing prepared me for what we would witness in their brick-and-mortar store. WOW!!! It was like something out of a Corellian spice dream! I was awestruck by the largest selection of Star Wars toys and collectibles that I have ever seen in a single retail location, and Darth Vader was there to greet us at the door. As if this was not enough, none other than Kenner Designer Jim Swearingen himself, was casually hanging out at the front counter and chatting with other customers and event attendees!

Mike Feeman's 4th Moon Toys in downtown Toronto (photo bomb courtesy of Darth Vader and Elling Haug).


In addition to the enormous selection of vintage and modern toys at 4th Moon, there were countless oddball, miscellaneous and paper ephemeras hidden randomly throughout the store. It was like a giant Star Wars scavenger hunt with little surprises tucked around every corner. There was even a classic Star Wars arcade game at the back of the store which customers could play.

Although I could have easily blown through my entire budget at this first stop, I had limited luggage space for the flight back home and sadly had to keep my impulses in check. For my companions who had driven up for the event, this was not an issue, and they walked out with a mountain of purchases as we prepared for departure. I think most of us would have been happy to spend the rest of the evening at 4th Moon Toys, but considering the traffic, we weren’t sure how long it would take to get over to Liberty Village on the southwest side of the city for the evening’s main event at Toronto’s Toy Factory Lofts (aka the old Irwin Toy Factory), and we did not want to be late.

Thanks to Mike De Stefano’s excellent driving skills and navigation, we made our way through the downtown area fairly quickly, considering the Toronto Blue Jays were playing a home game that evening. We had a great little tour of the city and even passed through the shadow of Rogers Centre as fans were already packing the stands. 

We arrived at Liberty Village, which is an old industrial area of the city that has since been redeveloped into a thriving downtown community and social hub. Since we had time to spare, Mike, Matt and I stopped by Left Field Brewing for a tasty round of beers and some enjoyable conversation before heading over to the Toy Factory Lofts.

(L-R) Mike De Stefano, Erik Janniche, Jerry Hancock and Jonathan McElwain outside the historic Toy Factory Lofts, formerly Irwin Toy Limited at 43 Hanna Avenue in Liberty Village.


The 7-storey structure was renovated in 2008 into a beautiful mixed-use facility that now features over 200 units priced from $700K to the $1 million + range. As we made our way to the event space located in the basement of the building, I kept expecting someone to ask us for identification, but apparently, they indeed were expecting a toy nerd invasion that evening.

The space had an industrial, yet cozy vibe that almost felt like we were hanging out in our best friend’s basement. There were comfy sofas, chairs and tables throughout and a centerpiece of shelving that was loaded with toys and artifacts from Irwin Toys’ glory days. There were also placards that explained the history of the company, as well as some items they produced and distributed. In fact, organizers even arranged for owner Peter Irwin, along with a few former Irwin / Kenner Canada employees, to attend and answer questions about the historic operation.  

Irwin Toys / Kenner Canada employees hold court with Scott Bradley. Toby holds court with everyone else at 43 Hanna Avenue.


Our hosts rolled out the Canadian hospitality once again and provided a nice assortment of hors d'oeuvres and snacks, as well as a complementary bar stocked with beer and cocktails to help loosen up those of us who might have been a little socially awkward. Apparently, it worked as the conversations flowed, and I couldn’t walk from one end of the room to the other without stopping multiple times to chat with old friends or old acquaintances that I had known online for years yet never had a chance to meet in-person.

I shared a drink and discussed current events with fellow educator Joel Slater, and I had the honor of meeting organizer, customizer and event ambassador Clint Garniss, who told me all about the history of the building. I chatted about classic car restoration with my friend Elling Haug and received a hearty Canadian welcome from legendary collector Scott Bradley, who I’d known from years earlier on the old Rebelscum Forums

I even had the distinct privilege to finally meet Canadian Star Wars toy expert James McCallum (aka “Jimmy Mac”), who authored the book, Irwin Toys: The Canadian Star Wars Connection. Although Jimmy first published this book over twenty-five years ago, it is now in its third printing and collectors still consider it to be the definitive text on the topic.

As the inaugural event at the Toy Factory Lofts came to a close, we bid farewell to the renowned landmark and made our way back to our hotel in Oakville. Along the way we chatted about the kickoff, and I told the gang that if the event had ended that night, I would have still felt that I had gotten my money’s worth. We returned to the hotel and made our way to the bar where we celebrated well into the night. Everyone was elated by the outstanding start of what was sure to be an epic weekend.

*****

Toy Factory Lofts located at 43 Hanna Avenue in the historic former home of Irwin Toy Limited.


Just as the sun was rising Saturday morning, Jason and I were awakened by a text from our good friend and fellow Georgia Alliance member, Narayan Naik. I’m still not sure if he’s a night owl or an early bird, but nonetheless he had just gotten into town overnight, was already dressed and eager to grab breakfast before diving into a very busy day full of Star Wars fandom. Our buddy Fonz Napolitano suggested the Sunnyside Grill in Downtown Oakville, so we grabbed our first coffee of the day at the hotel cafĂ© and made our way into town.
 

Oakville has a charming downtown area with a uniquely European vibe, and we quietly made our way to Sunnyside Grill before the crowds that eventually followed in our wake. The eggs benedict and omelets were delicious (although I would have loved a side of grits), the service was impeccable, and the place was packed by the time we finished our meal. After a few more cups of coffee, we were ready to tackle what was sure to be an extraordinary day. Although the organizers had shared an itinerary a few days earlier, they kept many details secret and still had quite a few surprises in store.

Downtown Oakville, Ontario / Sunnyside Grill


When we arrived back at the hotel, the lobby was already abuzz with activity and excitement. Attendees were lining up at the registration table to get their lanyards and nametags, which were a welcome addition considering so many in our hobby are often more familiar with social media handles than faces. Organizers also graciously provided light snacks at the rear of the room with a tasty selection of Star Wars toy themed cookies that included the characters Greedo, Yak Face, and 4-LOM, as well as Irwin Toy factory and “May the North Be with You” cookies.

Quintessentially Canadian Cookies!


Guest presenters made their way to the conference room and stocked their booths in preparation for the five panels and accompanying events scheduled for the day. Along the right side of the room were booths for Star Wars Oscar-winning set decorator Roger Christian, actor Paul Blake who portrayed Greedo, Kenner’s own “Toyfather,” designer Jim Swearingen as well as Nelvana artist Brian Lemay who worked on the Droids and Ewoks cartoon series. All were smiling and seemed as eager to meet their fans as the fans seemed to meet them.

Renowned collectors Gus Lopez and Duncan Jenkins presented the first panel of the day and gave attendees a peek behind the curtain for the recently announced “Saga Museum,” which is currently under development. The proposed museum is going to be a consolidation of four of the largest private Star Wars collections in the world, including Steve Sansweet’s famed “Rancho Obi-Wan,” Gus Lopez’s “Bobacabana,” Duncan Jenkins’ “Sithsonian,” and Vic Wertz and Lisa Stevens’ “Imperial Archives.” Gus and Duncan provided attendees with an update on the project’s progress, as well as sneak peek of some of the potential U.S. cities that are currently in the running to ultimately become a permanent home for the massive 200,000 square foot facility.

Gus Lopez and Duncan Jenkins present details on the forthcoming "Saga Museum of Star Wars Memorabilia."


Following a quick break, event organizer and emcee Mike Freeman kicked off Panel Two with Kenner designer Jim Swearingen, and he was as charming as always. Like many in the community, I have had the honor of getting to know Jim on a personal basis and have seen him present several panels over the years. However, I have found that he always seems to bring something new and unique for his audience.

For this presentation, Mr. Swearingen spoke about how he had always been a fan of science fiction films and had followed George Lucas with great interest since his experimental release THX 1138. He also expanded on the stories that inspired the famously recreated scenes for the Netflix series, “The Toys That Made Us,” and how surreal it is that now he is friends with actor Mike Gerbi, who portrayed him in the phenomenally successful series.

Kenner designer Jim Swearingen discusses his role in the Netflix hit series "The Toys That Made Us."


Panel Three was one of the most anticipated of the entire event, because it featured Star Wars actor, fan and toy collector Paul Sun-Hyung Lee, who portrayed Captain Carson Teva in Disney’s hit shows The Mandalorian and Ahsoka. Paul spoke about how he “accidently” got into acting, attended University College and sharpened his acting chops at Toronto’s Factory Theater, where he met a young “goth girl” named Deborah Chow. He eventually began landing small roles on Canadian television, slowly built his resume and got his big break when he was cast as Mr. Sang il-Kim in the Canadian sitcom, Kim’s Convenience, which debuted internationally on Netflix in 2018.

While starring in Kim’s Convenience, Paul reconnected with Chow, who was then directing The Mandalorian in Los Angeles, which eventually led to him being cast in the hit series. His story of being a lifelong Star Wars fan and toy collector is truly inspiring and really strikes a nerve with most fans, because we see him as “one of us.” 

Paul’s attempts at rallying collector support and successfully persuading Hasbro’s Steve Evans to produce a Vintage Collection figure of his character Carson Teva, has simply furthered his legend as the fan who “made it” in our beloved galaxy far, far away.

Paul Sun-Hyung Lee discusses how he came to be cast as Carson Teva on Disney's hit series The Mandalorian.

*****

Just as the first half of the day came to a fulfilling crescendo, the organizers announced a short break for lunch. As I was leaving the room, Narayan introduced me to Oakville native and May the North veteran Brent Voisey, so we invited him to lunch with us and headed over to the local Swiss Chalet Rotisserie & Grill, which was within walking distance of the hotel. Brent and I really hit it off and as we chatted on the walk over, I mentioned that I was looking to get some good Canadian beer while I was visiting. He kindly offered to drive me over to the local LCBO (Liquor Control Board of Ontario) after lunch to help me get acquainted with some of the best brews in the area.

As I wrapped up a great meal of chicken tenders, fries and gravy with an ice-cold Molson beer, we noticed Gus Lopez politely excusing himself from the table next to us. We knew he was next on the agenda for panels, so Brent, Narayan, Tony and I quickly paid for our tab and got back over to the hotel so we would not miss a moment.

To say that Gus is a pillar of the Star Wars collecting community is an understatement on so many levels. For well over a quarter of a century I have admired not only his epic collection, but even more importantly, his contributions to helping educate and grow the hobby. I have seen Gus present on many topics over the years, but I had never had the opportunity to hear him speak about his own personal journey as a collector, and that was precisely his topic for Panel Four.

Gus has been a collector his entire life and he spoke of how his grandfather, a Cuban immigrant, not only taught him about collecting valuable coins form the Spanish empire, but also the value of their historic significance. 

He shared many lessons that he has learned over a lifetime of collecting and stressed the importance of patience, as well as how to budget, and occasionally splurge if the opportunity arises. It was such a pleasure to hear Gus speak on a more personal level regarding his adventures in collecting, but even more about his successes and failures along the way. 

Legendary designer Colin Cantwell visits Bobacabana / Gus discusses his origins as a collector.

*****

Following Gus’s panel, Brent and I ducked out quickly for a short tour of the local LCBO store before the final panel got started. I am sad to report that after considerable effort, I could not find Elsinore brand beer anywhere (or a mouse in a bottle, eh?). However, thanks to Brent’s insight and expertise, I did manage to find some exceptional selections from local breweries including Indie Ale House, Bellwoods, and my new favorite, Greenwood IPA from Left Field Brewing.

Brent and I made it back to the hotel just in time to catch the final panel of the day, and what a finale it was! Star Wars actor Paul Blake who portrayed the infamous character Greedo, along with Oscar Winning Art Director Roger Christian, who was the set decorator for the 1977 film, discussed their shared experiences on the cantina set at Elstree Studios in England.

The two legends genuinely enjoyed each other’s company and fondly reminisced about the fortuitous adventure that has since become one of the most famous scenes in motion picture history. Not only did their anecdotes have the entire room entranced for the duration of the panel, but they also definitively answered the age-old question that yes, HAN SHOT FIRST! 

Actor Paul Blake and Set Decorator Roger Christian discuss their shared adventures in the cantina.


Just as attendees were trying to catch our collective breath following this legendary panel, the Ontario Alliance had another surprise up their sleeves. Just prior to our scheduled break for dinner, photographer Chris Porteous staged a once-in-a-lifetime photo opportunity in one of the booths at the hotel bar complete with props and wardrobe so that attendees could experience a “Shootout in the Cantina” with Greedo actor Paul Blake! Organizers even arranged to get everyone’s pictures printed quickly so that Paul could sign and personalize them afterwards.

Toby Black's Shootout in the Cantina with Paul Blake.


Following an action-packed day of well-paced panels, many of us opted to grab dinner at the local Beertown Public House. We filled multiple tables at the bustling establishment as everyone buzzed with excitement from the day’s events, and the evening's programming was still to come. After a great meal of fish tacos and fine Canadian micro brews, we made our way back to the hotel to freshen up before heading down to the conference room for the evening’s events.

When we arrived, the lobby swap was already well underway, and several attendees had stocked the tables with a diverse array of Star Wars merchandise and collectibles. Mike Freeman staked out a table in the middle of the room, which included various unique vintage items from 4th Moon Toys including a wide selection of Clarks brand Star Wars shoes new in boxes. Clint Garniss brought an impressive assortment of his custom carded figures, as well as boxes and totes full of vintage oddball items and paper ephemera.

Attendees buying and selling at the lobby swap.


At the front of the room was a pair of attendees with a stunning selection of rare Canadian Kenner Star Wars toys, including an exceptionally rare Sears 3-pack box. Another attendee near the rear of the room had over two dozen rare Canadian mint on card figures and many were in excellent, near mint condition. There were also attendees who were trading and selling swag from previous Star Wars events, and Ontario Alliance member Michael Chomyn was on hand selling and printing custom “May the North Be with You” shirts and merchandise as well.

As the lobby swap wrapped up, organizers made a quick pivot into one of the most intense Star Wars trivia games that I’ve ever participated in. Toby Black hosted the battle royale and of course brought some incredibly challenging collector-focused trivia questions for an audience that had more than a few experts on the topic. There were approximately six teams who clashed in two rounds of trivial combat, but in the end Gus Lopez and his team of experts took the day by the narrowest of margins. They were awarded a custom Canadian 4-LOM action figure for their efforts and when I spoke to Gus and his teammate Chris Georgoulias afterward, apparently even they struggled with several of the toughest questions.

Toby Black hosts a vicious round of Star Wars collector trivia.


In addition to the lobby swap and trivia battle, the OSWCA also organized a charity raffle and auction to benefit Toronto’s Hospital for Sick Children (aka“SickKids”), which was hosted by Clint Garniss and featured some impressive donations from organizers and attendees. Event organizers sold raffle tickets and attendees who purchased them could put their tickets in bags for the specific items they were most interested in winning.

Following the raffle was a fierce auction for some of the most coveted items that were donated, including a custom Sears Canadian 7-pack set with seven of Clint Garniss’s most popular custom carded figures, as well as a gorgeous custom 3D printed vintage style Bantha creature. As Day 2 of May the North Be with You ended and the dust settled from some intense bidding wars, the OSWCA raised over $2,700 for the SickKids charity and left over 80 attendees in awe of this memorable evening.

Clint Garniss hosts the charity raffle and auction.

*****

As the sun came up on Sunday morning, I arose in a stupor brought on from the previous 2 days of non-stop fun (I’m sure the beers didn’t help) and began packing my bags. Joined by the Georgia Alliance crew, we slowly made our way over to the local Tim Hortons for a strong cup of coffee and a light breakfast before heading back for Day 3 and the grand finale toy show.

When we arrived back at the hotel, vendors were finishing up the last details for their booths and preparing for the onslaught of attendees who were already lining up at the door. Attendees with an event badge were allowed early entry at 9:30 am and there was already a significant crowd lined up for general admission at 10 am as well. 

Special guests Roger Christian, Paul Sun-Hyung Lee, Jim Swearingen and Paul Blake were set up outside the entrance and already had a small crowd forming for pictures and autographs. Inside the event space was packed with merchandise and it didn’t take long for attendees to fill the room. Fans pored over the huge selection of new and vintage merchandise and collectibles supplied by over twenty vendors. Of course, Mike Freeman’s 4th Moon Toys was located near the entrance and two lines quickly formed at their booth as soon as the doors opened.

Day 3: Toy Show Adventures


One item I was most eager to purchase during my visit was a copy of Jim McCallum’s definitive book, Irwin Toys: The Canadian Star Wars Connection, and luckily Mike from 4
th Moon brought over a fresh case. Once I purchased a copy, I made my way over to Jimmy Mac’s booth to get him to sign it and he seemed honored to oblige. Jimmy and I are also huge KISS fans, so after writing a heartfelt message about the extraordinary weekend that was sadly coming to a close, he signed it “ACK, Jim McCallum,” as a nod to the greatest rock guitarist of all time, Mr. Ace Frehley!
 

"Irwin Toys: The Canadian Star Wars Connection" by James T. McCallum

*****

As Jason, Tony and I made one final lap around the showroom floor, I picked up a few last-minute purchases that I thought I could squeeze into my carry-on bag, and we began saying final goodbyes to our hosts and friends. This was not an easy task considering that we now considered practically everyone there a friend, be it hosts, attendees or special guests, and it took almost an hour to finally leave the show.

I stopped at the ticket booth and thanked Toby Black and Todd Thornhill for their exceptional hospitality and hard work, and waved goodbye to actor Paul Blake whose booth was nearby. As I turned to leave, I saw actor and super-fan Paul Lee speaking with Kenner’s Jim Swearingen, and he had a familiar fanboy sparkle in his eye. I snapped a picture of the moment which struck me as a great example of what this fantastic event was all about.

May the North Be with You is not about corporate sponsors, food vendors, ticket sales or even profit margins; it is purely about fans, friends and true hospitality. If you are a Star Wars fan and feel that mega-conventions have lost touch with the essence of fandom, do yourself a favor and reach out to the Ontario Star Wars Collectors Alliance: 43rd Legion for details on this epic event, eh?🍻 

Actor and fanboy Paul Sun-Hyung Lee chats with Kenner's Jim Swearingen.


May the North Be with You IV: Return to 43 Hanna," September 2025.


*Photos courtesy of Dave Brott, Mike De Stefano, Elling Haug, Chris Porteous, Narayan Naik and Jason Wasulko. Thanks guys!

Wednesday, September 17, 2025

These Shelves Are Made for Talkin': Kenner Star Wars Shelf Talkers, 1978-1984

Ron writes:

 The collector who desires Kenner store displays faces considerable obstacles, not the least of which is price: There's no getting around the fact that Kenner store displays of the vintage era are expensive.

I mean, the bin designed to market the Early Bird Certificate Package recently sold for over $100,000, which is almost as much as a bitcoin. 

Kenner store displays also tend to be pretty large. 

For example, how many collectors have the space to accommodate the Return of the Jedi header depicting a space battle? 

It measures just under four feet in length. That's nearly 1.2 Kenny Bakers.

Collectors who find themselves frustrated by these obstacles, but who still want to own something speaking to the point-of-purchase marketing of vintage Star Wars toys, may choose to explore the world of shelf talkers.

A shelf talker is a small piece of signage designed to mask the facing of a store shelf. That explains the "shelf" component of the phrase. 

The "talker" component is attributable, I suppose, to the fact that the signage communicates -- or tries to, at any rate -- something to the browsing shopper. [1] 

It "talks" to you. 

Like a creepy guy at the supermarket approaching an attractive lady who's just minding her own business sampling the honeydews or whatever.

She was expecting a day of quiet shopping, but here comes creepy shelf talker guy attempting to strike up a conversation, and probably ruining her entire honeydew experience.

Kenner issued shelf talkers in support of the Star Wars line throughout the vintage era. Generally, they were either shipped with large display items -- headers or mobiles -- or issued as standalone items in support of various promotions.

This article summarizes what in the realm of Kenner shelf talkers is available. With any luck it'll inspire at least a few of you to seek out these interesting and often fairly affordable pieces of vintage Kenner marketing material.

Let's get started.

* * * 

1978

The first shelf talker issued by Kenner in support of the Star Wars line was the Toy Galaxy shelf talker

Simple but attractive, and constructed of flimsy cardstock, it boasted the eye-popping black-and-silver livery that helped to make the early Star Wars product so distinctive. 

The Toy Galaxy slogan was used extensively by Kenner in 1978. It communicated the idea that Kenner hadn't made available merely a few Star Wars toys, but rather an entire ginormous range of them. 

A "galaxy" if you will.

According to Kenner documentation, more than 37,000 of these shelf talkers were supplied to Kenner. And you can bet that they sent most of them to retailers. 

Generally, retailers received these when they requested a Toy Galaxy pole display or a mobile advertising the first 12 action figures. Six Toy Galaxy shelf talkers shipped with each item. The Toy Galaxy mobile, which was released later in 1978, also shipped with the Toy Galaxy shelf talker -- eight of them, to be exact. [2]

If you're wondering why Kenner supplied shelf talkers to retailers along with large display items, the above photo may satisfy your curiosity. Shelf talkers didn't just "talk" to prospective buyers; they helped to brand a retail area. 

Who when walking past the above-pictured locale could fail to notice that this was the Star Wars, uh, galaxy?

Today the Toy Galaxy shelf talker is among the rarest of Star Wars shelf talkers released by Kenner. It's just never surfaced on the collector market in any significant quantity.

1979

For some reason, Kenner jettisoned their commitment to the Toy Galaxy slogan at the end of 1978, replacing it with Toy Center branding.

Toy Center

How prosaic. Bureaucratic almost. 

I'd much prefer a visit to the Toy Galaxy, thank you very much.

Bureaucratic or not, the company's 1979 shelf talker fell in line and adopted the new branding.

Like its predecessor, it was constructed of cardstock and featured peel-off adhesive swatches on its reverse to affix it to a shelf.

Although the Toy Center shelf talker was at one time only modestly less rare than its Toy Galaxy counterpart, significant finds over the last 10 years have caused unused examples of the former to be readily available on the collector's market -- sometimes at very reasonable prices.

My friend Broc Walker and I were involved in one such find. 

Let's pause a sec for a story.

One day I got a call from the former owner of a store. He'd saved quite a few Star Wars store displays. They were untouched in their original shipping boxes and included their full complements of Toy Center shelf talkers. 

Broc and I bought the displays. Because of course we did! But the source wanted to sell the shelf talkers separately. He'd searched for them on eBay and discovered they were selling for around $1,000. He had a whole stack of them -- 30 or more. 

Understandably, he wanted the eBay price for them -- or at least something close to that.

Our conversation went something like this:

Me/Broc: Yeah, well, they ain't gonna be worth $1,000 once 30 of them get dumped on the market.

Seller: So $900 each?

Me/Broc: How about $200 each?

Seller: Only $200?

Me/Broc: Well, I figure I can sell through them at maybe $400. Priced higher, and it'll likely take me years. I don't want to sit on them. Would you do $350?

Seller: I can't come down that much.

Me/Broc: Enjoy finding someone else to buy your shelf talkers.

Of course, he did find someone else. And the predictable thing happened: the market for Toy Center shelf talkers cratered. 

Not that that has stopped people from asking $1,000 for them on eBay...

Here ends our lesson regarding the continuing operation of the law of supply and demand.

Now back to our discussion of shelf talkers.


Supported by a mobile and header display featuring matching theming, the Toy Center shelf talker dominated store shelves during the pivotal year of 1979 -- a year in which Kenner sold more Star Wars product than they had in 1978.

The Toy Center and "Get a Free Boba Fett" mobiles shipped with eight shelf talkers. The header, on the other hand, shipped with 16. 

Due to some holes in the available Kenner documentation, I am unable to estimate the number of Toy Center shelf talkers produced. But considering the greater number of shelf talkers shipped with the 1979 series of displays, it would almost certainly dwarf the 37,000 estimate of the previous year.

1980

Above I mentioned that the Toy Galaxy shelf talker was among the rarest shelf talkers released by Kenner in support of the Star Wars line.

Challenging it in that arena is the Empire Strikes Back shelf talker released in 1980.

Like its Toy Galaxy and Toy Center predecessors, the 1980 shelf talker was constructed of cardstock. Unlike them it featured an eye-catching and surely relative expensive-to-produce semi-reflective finish that was intended to complement the large header display that Kenner issued in the same year.

Evidence suggests that Kenner originally intended their 1980 header to feature a "lensatic" surface. That is, a surface covered with reflective prisms, similar to those that adorned the reflectors that kids in the '80s used on their bikes. It's unclear, however, whether they planned to extend that motif to the shelf talker. 

In any event, as both display items were eventually produced, they were merely semi-reflective, and not "lensatic." Collectors sometimes refer to them as having "foil" surfaces.

Speaking of the 1980 header, it shipped with 12 shelf talkers. Beside which the six that shipped with the contemporary "Collect All 32" mobile seem rather paltry.

Kenner budgeting documents suggest that around 1,500 examples each of the header and mobile were delivered to Kenner. From that we can estimate that at least 27,000 of the 1980 shelf talker were produced. Because Kenner would have needed that many just to fulfill the allotments advertised in their catalog.

Also released in 1980 was a shelf talker of a different type altogether.

Where the items we've previously discussed "talked" via simple messages, this one was a bit bolder, a tad more flirtatious: it included a pad of coupons that asked the shopper to reach out, tear off a coupon, and use it to enter a sweepstakes. 

Like, it didn't just want to talk to you, it wanted to establish kino.

Gross.

The grand prize in this sweepstakes was a trip to Washington D.C. to see the premier of The Empire Strikes Back accompanied by C-3PO and R2-D2.

How do you reckon C-3PO and R2-D2 were as dates? I bet not very good. I bet they met you on the red carpet and then left to do whatever it is that droids do when they aren't forced to be nice to impertinent sweepstakes winners.

Released in March of 1980 along with a newspaper ad promoting the sweepstakes, it was the first of several shelf talkers of this type that Kenner released in association with the Star Wars license.

For more on the sweepstakes, see here

1981

By now you've probably guessed that Kenner released a new shelf-talker in virtually every year they held the Star Wars license. As each year saw the release of a new slate of point-of-purchase display materials, it was natural for Kenner to debut a new shelf talker along with their other displays.

And in 1981 they debuted something a bit different.

The shelf talker issued in that year was made of plastic rather than cardstock, meaning it was undoubtedly much costlier to produce. But that extra cost bought durability: A cardstock shelf talker that might hang around a store for a month was surely worth less than a plastic one that might endure for a year.

Six of these 1981 shelf talkers shipped with the "Collect All 41" mobile that Kenner released in the same year. And 12 of them shipped with the contemporary header. As we have a general idea of the quantities of the aforementioned displays that were received by Kenner, we can estimate that at least 20,000 of the 1981 shelf talkers were produced.

A significant variation affects this shelf talker.

Some examples exhibit a Kenner logo that is white and red rather than black and white. 


While at one time I thought this was due to a manufacturing error, images exhibiting prototypes of the shelf talker show it with a red logo. 

This suggests that the red-logo version of the 1981 shelf talker was 1) the result of an intentional design choice, and 2) of earlier derivation than the black-logo version. [3]

The red-logo shelf talker of 1981 is undoubtedly much rarer than its black-logo counterpart. I've only seen a few examples of the former in the time I've been collecting.

1982

1982 saw an expansion of the Star Wars line. 

It was in that year that Kenner debuted the Micro Collection, a range of metal miniatures accompanied by plastic playsets grouped into "worlds" corresponding to key Star Wars environments, like Hoth and Bespin.

Ultimately, the line was a failure, and it was quickly cancelled. 

But it wasn't for lack of promotion. 

To alert the public to the existence of the Micro toys, Kenner issued three separate store displays: an aluminum header sporting the ESB logo, a three-sided mobile, and of course a shelf talker.

That shelf talker was a fairly simple affair made of red plastic (the signature color of the line) and boasting a black-and-white Micro Collection logo on each of its ends. 

Though at first glance the form of the Micro shelf talker may seem identical to the ESB shelf talker of the previous year, it actually differed in that its facing was flat, whereas the graphical portions on the facing of the 1981 shelf talker were raised. [4]

What about the regular shelf talker of 1982, the standard Empire Strikes Back one?

In form it was identical to the Micro Collection shelf talker: it, too, featured a flat facing. Where graphics were concerned, however, it was very similar to its 1981 predecessor. 

Six Micro Collection shelf talkers shipped with the three-sided mobile advertising the line. As for the ESB shelf talker, it was available to orderers of either the header that debuted in 1982 or the "Collect All 48" three-sided mobile. Eight shelf talkers shipped with the former, six with the latter.

1983

The flat plastic shelf talker persisted beyond 1982.

Like its predecessor, the Return of the Jedi shelf-talker of 1983 featured a flat facing. 

And, in terms of graphic design, it didn't reinvent the wheel.

Setting aside the obvious alterations owing to the change of movie title, the main adjustment to the design concerned the positioning of the Kenner logo, which moved from the border surrounding the central element to the right corner.

This was a late modification; the original plan was to retain the Kenner logo in the border surrounding the film's title.

We know this because a couple of prototypes for the Jedi shelf talker preserve the original design. 

But the importance of these prototypes isn't limited to the placement of the Kenner logo; they're far more interesting for what they tell us about the timing of the retitling of the third Star Wars movie from Revenge of the Jedi to Return of the Jedi.

Each item exhibits two lines of handwritten notations. These reveal that the change must have been communicated to Kenner sometime around the middle of November of 1982. 

Exactly a week separates the two designs -- pretty neat! [5]

Eight Jedi shelf talkers shipped with the snazzy metallized header that Kenner debuted in 1983. Six shipped with the "Collect All 65" action figure header.

Also released in 1983 was a cardstock shelf talker enhanced with a pad of coupons encouraging shoppers to enter a sweepstakes.

This sweepstakes was very similar to the ESB sweepstakes discussed above. It even had a similar grand prize: a trip to view the premier of the latest entry in the Star Wars saga. 

But this time around C-3PO and R2-D2 weren't available. Your sorry a** had to find his own d*mn date.

For more on the sweepstakes, see here.

1984

1984 was an unusual year for Kenner shelf talkers. Though it didn't see the release of a new ROTJ design, several novel pieces within the category were debuted. Some were quite interesting!

Okay, I know I just wrote that there was no new ROTJ design, but the truly anal among you might value knowing that the standard Jedi shelf talker can be found with either 1983 or 1984 dates printed on it. 

So, technically, the 1984 version is the one with the 1984 date. Duh.

Four of these 1984 shelf talkers shipped with the header that Kenner debuted in 1984. Six shipped with the "Collect all 79" action figure header.

And now we can move onto the more interesting releases of 1984. 

First up is this shelf talker advertising a poster mail-away that expired on December 31, 1984.

Featuring a group photo of all of the action figures then available on one of its sides, and a collage on the other, the poster prominently highlighted the slogan "Star Wars is Forever." 

Kenner had long used this slogan to communicate to wholesale buyers that Star Wars was not just a single movie but rather a continuing franchise. [6] Now they extended its scope to retail shoppers. The gambit was somewhat hopeless, as, for the remainder of the '80s and even a chunk of the '90s, Star Wars was basically dead. And, of course, Kenner nixed the entire line after sales declined in 1985.

Still, the marketing folks at Kenner weren't entirely wrong: Here we are 40 years later, and Star Wars is still around, despite the best efforts of the Walt Disney Company.

Maybe it really is forever?

Also released in 1984 was this shelf talker focusing on Kenner's Preschool range, which in addition to Strawberry Shortcake and Care Bears included a line of Wicket the Ewok products.

Look, I know you think the Preschool stuff is lame and maybe even slightly appalling, but it's part of the Kenner Star Wars story, all right? 

Be a real collector and least feign some respect.

Even if you persist in totally dismissing it, you'll have to admit that the Preschool shelf talker is pretty rare. It wasn't long ago that collectors questioned its very existence. The fact that it does indeed exist suggests that the Preschool header featured in Kenner's 1984 catalog was also released. [7] 

Per that catalog, the Preschool header shipped with eight shelf talkers.

The final shelf talker released in 1984 is also the most interesting. [8] It may actually be the rarest shelf talker released by Kenner in association with the Star Wars line. Certainly, it's the most desirable one in the eyes of most collectors.

It advertised the final Star Wars action figure mail-away, Anakin Skywalker.

Curiously, Anakin is the only action figure mail-away to be advertised via a shelf talker; all of the other mail-aways were promoted via cardbacks, and maybe the occasional print ad.

Only a handful of these shelf talkers have surfaced over the years. 

Even rarer is this large-format version of the piece, which features two pads of coupons rather than one. Based on the perforations near the top, it seems designed to be inserted over the pegs that typically support action figures in a retail environment.

Does that make it more of a peg talker than a shelf talker? 

As far as I know, only one example of this item is known to exist, and it originated with a Kenner source. Consequently, most collectors consider it an unreleased prototype.

But who knows, maybe more examples will turn up...

1985

As most people reading this probably know, Kenner's Star Wars toy line continued for one year beyond 1984 via the Droids, Ewoks, and Power of the Force ranges.

Alas, no shelf talkers were released in association with these ranges.

Kenner did plan them, as the above image from their 1985 catalog shows; they just didn't release them.

Fortunately, a mockup of the Power of the Force shelf taker survives. In appearance it's probably very close to the final design.

The mockup resides in the collection of Will Grief, who has generously agreed to share it for this article.

As you may be able to tell, it was created using the Micro Collection shelf talker as a base, paint and stickers being judiciously applied so as to effect a complete transformation. Additional photos can be seen here

As far as I know, no prototypes of the Droids or Ewoks shelf takers have surfaced, which means this POTF mockup is our only tangible connection to the coulda-been-but-wasn't shelf-talker lineup of 1985.

What Else?

Finally, there's Play-Doh.

Play-Doh? I can hear you thinking. 

Who cares about Play-Doh?

Well, like the previously mentioned Preschool line, Play-Doh is a part of the Kenner Star Wars story. Play-Doh was owned by Kenner, and Star Wars products were released under the Play-Doh banner. 

I mean, you watched Ahsoka, didn't you? Because it's Star Wars, right? Well, there's no way that Play-Doh is harder to endure than Ahsoka

So man up and spend a few minutes thinking about Play-Doh.

My love and respect for the Play-Doh subculture aside, I have to confess that my knowledge respecting Play-Doh shelf-talkers is relatively scanty, the two that you see above being the only varieties I'm aware of. 

The "Day-Glo" version is dated 1979, the other 1982. 

Per Kenner's official catalogs, a Play-Doh shelf talker featuring Fun Center branding was available throughout Kenner's involvement with Star Wars. So it's possible there are more versions out there just waiting to be discovered and documented.

* * * 


And here, with a rather vague appraisal of Play-Doh's contribution to the proud lineage of the Star Wars shelf talker, is where our discussion must end. I have nothing more to say about Kenner's Star Wars shelf talkers. 

Maybe that's a good thing?

Below is a chart presenting information related to the Kenner Star Wars shelf talkers that are known to have been available. [9]




Notes

[1] As the graphic at the top of this article demonstrates, Kenner actually referred to these display items as "shelf cards." They did this even after the switch from cardstock to plastic. But I've never heard someone use that term. It's always "shelf talker." 

[2] Throughout this article, the shelf talker quantities noted as being shipped with larger Kenner display items derive from Kenner's published catalogs. The quantities actually shipped may have differed. The catalogs are hardly the last word on this (because plans sometimes change). And I confess that I haven't systemically examined intact shippers to determine what they actually contained.

[3] Does this image show a cardstock shelf talker? It almost looks like it. If so, it's possible that the 1981 shelf talker was originally envisioned as not a plastic, but a paper, product.

[4] A mockup prototype of the Micro shelf talker exists. As it's a modified version of the 1981 shelf talker, it features the raised graphical portions distinctive to that item. See here.

[5] Also note that the 11/18/82 note features an "R" in a circle. This is owing to the fact that this revision of the design of a week prior added this element to the areas below the ROTJ logos occupying each side of the shelf talker. If you look closely, you'll see that the 11/11/82 design does not include them.

[6] I've long wondered if the title of the third film in the Burton-Schumacher Batman franchise wasn't at least partly inspired by this battle-tested Kenner slogan. Kenner, of course, had the Batman toy license, and the company worked pretty closely with Schumacher and his team on the development of the "toyetic" implements featured in the film. Famously, Batman Forever was supposed to be the film that returned Batman to toy-aisle relevancy, Burton's Batman Returns having been deemed too disturbing for a successful toy line. From a toy-marketing POV, Batman Forever made a lot of sense as a title. 

[7] I am aware of one example of this header. As it originated with a Kenner source, its existence doesn't prove it was released. But, based on the existence of the shelf talker, I'm betting the header was indeed sent to stores, albeit in limited numbers. You can see a mockup of this header here. The finalized display differs in that it features Ewoks on one of its sides, and Strawberry Shortcake and Care Bears on the other.

[8] Though the Anakin offer expired in May of 1985, it was officially a fall 1984 promotion, so it's a safe assumption that the shelf talker was issued to stores at that time.

[9] In his classic book, Star Wars Vintage Action Figures, John Kellerman identified the 1981 "Save Your Ticket" store display as a shelf talker. I suppose he did this because its surface featured three spots to which pads of coupons were to be anchored. But the display was designed for a countertop. In other words, it doesn't satisfy the "shelf" requirement of the term. So I didn't include it in this article. In the shelf talker section of John's book were also included the sign advertising the 1984 poster mail-away and the "Three New Figures" dangler. Again, I do not consider these items to be shelf talkers, though a case could be made for the latter, as it was likely often affixed to shelves. 

Special thanks to Will Grief for sharing the images of the Power of the Force shelf talker. And thanks to Eddie for consenting to the use of the vintage store photos.