25 years ago, The Phantom Menace launched with a fully armed and operational merchandise campaign behind it—one that found a star in Jar Jar Binks.
Star Wars and merchandise have been hand in hand since the very beginning. But there was still something unlike anything the galaxy had ever seen when, 25 years ago this coming weekend, The Phantom Menace launched: a brand new Star Wars saga, completely backed by an overwhelming, frequently insane merchandising push that made the original trilogy’s mania look quaint. But above the sea of lightsabers, pod racers, and droids, one icon stood above them all: Jar Jar Binks .
But real ones know the third dimension is where it’s at, in the form of this absolutely behemoth wristwatch, which, helpfully, after you have cracked Jar Jar’s waiting face open to reveal the time, informs you on the roof of his mouth that this is indeed a piece of Jar Jar merchandise. Just in case you were not aware. Jar Jar Binks 3-D Adventure Game Speaking of the third dimension, Jar Jar was at the cutting edge of it all in 1999.
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