Las Míticas Toy Fair de Kenner (1981-1985) – Parte II

What these articles examine is a true treasure for any Star Wars collector. They are some of the only existing images of Kenner’s showrooms at the early‑80s Toy Fairs, with photographs belonging to the collections of Todd Chamberlain, Chris Georgoulias, Ron Salvatore, John Kellerman, Gus López, and Will Grief — all from Gus López’s great site, The Star Wars Collectors Archive.

1981: Kenner’s Expansion and the Epic Star Wars Dioramas

For the 1981 Toy Fair, Kenner went all‑in on immersing visitors in the Star Wars universe, building three spectacular dioramas inspired by The Empire Strikes Back:

• Dagobah : the land of Yoda and Luke’s Jedi training.
• Hoth : the legendary battle between the Rebel Alliance and the Empire.
• Bespin : Lando’s floating city and the iconic duel between Vader and Luke.

These dioramas not only showcased the figures and vehicles in their natural environments, but also offered a level of detail never before seen at a Toy Fair, with fog effects, realistic textures, and hand‑painted backdrops.

Dagobah: Yoda’s World in Miniature

Kenner spared no detail in recreating Dagobah in its showroom. With a painted backdrop of twisted trees and artificial fog made from foam or cotton, the Dagobah Playset stole the spotlight thanks to its three‑dimensional roots and its levitation feature for Luke’s Force training. The diorama also incorporated the TIE Fighter and the X‑Wing. The X‑Wing box featured new artwork based on Dagobah.

Hoth: The War on the Frozen Battlefield

The Hoth diorama was one of the most impressive parts of the showroom, with a huge area dedicated to the most famous battle of The Empire Strikes Back (and of the entire saga). It featured a hand‑painted snowy backdrop and manually applied “snow” effects, and included the following toys:

• Imperial Attack Base
• Turret and Probot Playset
• AT‑AT Walker
• Snowspeeder
• Mini‑Rigs – Various versions of this new concept, showing how Kenner expanded the Star Wars universe with original, never‑seen‑before vehicles.

Bespin: The City in the Clouds and the Slave I

The Bespin diorama, although less documented than the other two, demonstrated Kenner’s ability to recreate iconic scenes with remarkable detail. It seems to be less documented because, comparatively, it appears a bit more modest in scale.

Arrival at Cloud City

• The landing platform where Lando greets Han and Leia was meticulously represented.
• Interestingly, instead of using the Leia in her Bespin gown figure, the designer opted for the version with the Hoth outfit, a detail that reflected strong fidelity to the film’s chronology . Remember that the Leia Bespin figure was released in the fourth wave, while Leia Hoth appeared in the sixth wave.
• A visual trick extended the landing platform through a painted background, giving the scene added depth — a technique widely used in filmmaking.

Slave I and Boba Fett

• The Slave I was displayed surrounded by figures, creating a scene worthy of Han Solo’s capture.
• As with the previous diorama, the depth effects in the painted background added realism to the floating city.

The Action‑Figure Diorama and the Mail‑Away Promotions

As in previous years, Kenner showcased its figures in a special display — this time featuring a mountain‑style presentation behind a glass panel, surrounded by carded figures with the 1981 mail‑away offers:

• Display Arena – Four exclusive stands for arranging figures, each with different themes inspired by the films.
• Survival Kit – The year’s mail‑away accessory set, including backpacks, weapons, and tools to enhance the figures.

The Empire Strikes Back logo floated above the display, reinforcing the identity of the line. Both promotions were also showcased separately within the showroom.

Vehicles, Accessories, and Showroom Curiosities

Among other standout displays, the showroom featured:

• Slave I – Although part of the Bespin diorama, it also had its own dedicated display.
• The Legendary AT‑AT – It also had its own showcase, complete with TV commercials playing behind it.
• Turret & Probot Playset – Featuring C‑3PO, who appears to have grabbed a blaster from the turret (a surprisingly rebellious moment!).
• Die‑Cast Vehicles – Displayed alongside the Darth Vader carrying case and Empire vinyl cases.
• Yoda Handpuppet – A vinyl puppet that allowed kids to bring the wise Jedi Master to life.
• Yoda the Jedi Master “Magic 8‑Ball” – A fortune‑telling toy based on Yoda, a true rarity within the Star Wars line.
• The “Star Wars is Forever” Retail Display – A slogan Kenner would use for years to reinforce the franchise’s lasting impact (and they were absolutely right).

With stunning dioramas, an increasingly varied product offering, and a more aggressive commercial strategy, Kenner made it clear at the 1981 Toy Fair that Star Wars was no longer just a toy line — it had become an entire universe children could explore and collect.

For today’s collectors, this exhibition represents a milestone in the evolution of the franchise, the moment when Kenner stopped simply selling figures and began recreating the galaxy in every detail.

And you — if you had been there, which piece would you have grabbed without hesitation?

1982: Another Giant Enters the Scene

In 1982, the toy market experienced significant changes with the introduction of new lines that impacted the popularity of existing products such as Kenner’s Star Wars toys. According to Battle Ram Blog, the Masters of the Universe (MOTU) line by Mattel was presented to the public for the first time on February 17, 1982, during the New York Toy Fair. This event was crucial, marking the official debut of He‑Man and his universe, introducing the characters and products that would define the line.

The blog highlights that although some celebrate October 12, 1982, as He‑Man’s anniversary, evidence suggests that the MOTU line was already available in stores by May 1982. A rebate offer printed in the first mini‑comics indicates that the figures may have been on shelves as early as March 1, 1982.

MOTU quickly gained popularity and became a major competitor in the action‑figure market. The arrival of He‑Man represented direct competition for established lines, including Kenner’s Star Wars. Although Star Wars toys remained popular, the emergence of successful new lines like He‑Man diversified consumer options and likely affected Star Wars’ market share during that period.

In the Austin American‑Statesman newspaper article dated December 1, 1982, the toy war between Kenner, Hasbro, and Mattel is described as a recurring conflict within the toy industry, intensifying during the holiday shopping season. The article notes that the battles between these companies reignited around Thanksgiving, with aggressive advertising strategies aimed at children aged 5 to 11.

Kenner is highlighted as the producer of the Star Wars action figures, including characters such as R2‑D2, Luke Skywalker, Leia Organa, Darth Vader, and Yoda. Interestingly, that same year the action‑figure line expanded with additional characters, including updated versions of R2‑D2 (Sensorscope) and C‑3PO (Removable Limbs), as well as new additions such as Luke Skywalker in Hoth Battle Gear, the AT‑AT Commander, the Cloud Car Pilot, the Bespin Security Guard, along with 4‑LOM, Zuckuss, and the Imperial TIE Fighter Pilot.

The article also mentions that Star Wars products ranked among the five best‑selling toys, alongside other popular lines of the era such as Strawberry Shortcake (Kenner), Barbie (Mattel), E.T. (various manufacturers), and Masters of the Universe (Mattel). Finally, it refers to He‑Man and the Masters of the Universe as an emerging competitor, suggesting it was a “copy” of the Star Wars concept but blended with the fantasy of Dungeons & Dragons.

Despite adding interesting items to the collection, 1982 was perhaps a somewhat modest year for Kenner in terms of exciting new offerings, resulting in a smaller presence at that year’s Toy Fair and giving the spotlight to new competitors.

1983: Coexisting with E.T.

Despite the massive impact of E.T. the Extra‑Terrestrial on the entertainment industry and its overwhelming success in the toy market with hundreds of licensed products, Star Wars remained present on the scene — though with more modest sales compared to previous years. While E.T. products, such as Kamar International’s plush dolls, dominated holiday sales, the Star Wars franchise, driven by Kenner, maintained its place at the Toy Fair but without the explosive momentum of earlier years.

The arrival of E.T. coincided with a shift in toy‑market trends, where strong licensed products — such as Strawberry Shortcake and The Smurfs — remained solid, but Star Wars sales reflected a natural decline after years of dominance. This shift was also influenced by the rise of video games, especially the growing popularity of Atari and competing systems like Colecovision and Vectrex.

While E.T. became a sales phenomenon, Star Wars toys worked to maintain relevance in an increasingly competitive environment. That year’s Toy Fair showcased this transformation in the industry, with the presence of revitalized classics like G.I. Joe, as well as expanding military and sci‑fi lines. The challenge for Kenner and Star Wars was clear: adapt to a constantly evolving market where the E.T. phenomenon set a new standard for licensed toy marketing.

1984: Kenner’s Last Great Star Wars Showroom

By 1984, Star Wars had already become a pillar of the toy industry, and Kenner dominated the Toy Fair with increasingly ambitious presentations. This year was no exception: with Return of the Jedi still fresh in fans’ minds, Kenner’s exhibition was one of its most spectacular yet, featuring detailed dioramas, new vehicles, and a throne room worthy of the Emperor.

Main Diorama: From Tatooine to Endor

The main 1984 diorama merged two of the trilogy’s most iconic settings:

• Tatooine with its arid landscape and ships like the X‑Wing and Y‑Wing in action, along with new mini‑rigs.
• Endor — home of the Ewoks — represented with the Ewok Village playset and forest elements, also accompanied by new mini‑rigs.

Kenner used cut‑out backdrops to give the scene depth, making the display feel like a true recreation of the film’s environments. In front of the diorama, a table showcased the debut of the Biker Scout Laser Pistol, highlighting it as one of the year’s major releases. On an adjacent wall, samples of ROTJ toy packaging were displayed, with several ships hung to create a dynamic, airborne effect.

The Emperor’s Throne

If the 1981 Hoth diorama had been impressive, the Emperor’s Throne in 1984 took things to an entirely new level.

Inspired by the throne room seen aboard the second Death Star in Return of the Jedi, this diorama presented the Emperor in full splendor, seated on a throne that never made it to retail. It was created exclusively for the Toy Fair, and there are no records suggesting it was ever intended for production. The throne featured in these photos eventually ended up in a private collection, after being acquired from a former Kenner salesman who worked at the event.

It’s fascinating how the display gave complete prominence to the Emperor, who “presented” all the figures available in the line up to that moment — something never seen in previous showcases. The display also included the Vader, 3PO, and blaster cases, the Chewbacca Bandolier Strap, the Sy Snootles & Max Rebo Band, and much more.

The signs displayed on the wall behind the diorama also found their way into collectors’ hands, becoming unique pieces of Kenner history.

In one of the showroom photos, a salesman appears fully equipped with Star Wars products, ready for action. Was he a hired actor? A passionate fan? We don’t know — but his enthusiasm certainly added to the spectacle. The same salesman appears touching up a Chewbacca bust between visits, which seems to have been positioned elsewhere in the showroom. That mask doesn’t resemble a Don Post piece due to its colors and the fact that it covers more than just the head. It looks more like a decorative element created specifically for the showroom, similar to how R2‑D2 was used in the 1978 Toy Fair.

The Ewok Plush Forest

Kenner dedicated an exclusive area to its plush Ewoks and Woklings, arranged within a charming forest‑themed environment. Although not every fan adored the Ewoks, they caused a huge sensation among children (there’s a reason so many Ewok characters were released), and Kenner delivered a notably well‑crafted scenic display.

The 1984 Starship Squadron

Above the main diorama, an X‑Wing and a Y‑Wing can be seen flying over Endor and Tatooine respectively. To the side of this diorama, visitors encountered one of the most striking displays of the Toy Fair, thanks to the ships showcased there:

• Millennium Falcon
• B‑Wing Fighter (released in 1984)
• TIE Interceptor (new for the year)
• Imperial Shuttle (one of the most anticipated ships by fans). As if that weren’t enough, in addition to being displayed hanging in flight, a demonstration model of the Shuttle Tydirium was showcased, piloted by a Royal Guard .

Sellers, Buyers, and Sales Strategies

As in every Toy Fair, Kenner’s sales representatives were in full demonstration mode, convincing buyers that Star Wars remained the best investment in the market. Figures and vehicles were explained in detail, with strong emphasis on their features, play value, and the imaginative possibilities they offered.

As the Return of the Jedi hype began to fade and Kenner’s Star Wars line approached its end in 1985, the 1984 Toy Fair stood as the last great Star Wars showcase of its golden era, featuring more ambitious dioramas than ever, ships suspended in mid‑flight, and an iconic Throne Room — all designed to show that Star Wars was still a strong force in the market.

Although sales would decline in the following years, this Toy Fair was a testament to the impact of Star Wars on the toy industry, leaving behind a legacy of toys that shaped multiple generations.

1985: The Toy Fair Coins and Kenner’s Final Attempt to Revive Star Wars

By 1985, the Star Wars craze had begun to fade in the toy world. However, Kenner still had one last trick up its sleeve to keep the line alive: the commemorative coin figures from the Power of the Force (POTF), Droids, and Ewoks collections.

At the 1985 New York Toy Fair, the company unveiled a series of giant coin mock‑ups as part of its sales strategy to attract wholesale buyers. These pieces were not only exaggeratedly large (measuring several centimeters in diameter), but also displayed impressive detail, showcasing the craftsmanship Kenner put into its exhibits.

These oversized coins remain key witnesses of a pivotal moment in collecting history, representing Kenner’s final effort before the “dark period” of Star Wars toys, which lasted until the franchise’s revival in the late ’90s — a resurgence that has continued for nearly 30 years.

The Darth Vader Coin Prototype (POTF)

When it comes to unique and spectacular pieces, the giant Darth Vader coin is one of the most striking.

• 3D sculpted , replicating the details of the real coin, including the tiny background stars.
• Metallic silver paint with a uniform finish, giving it a premium look.
• Used exclusively at the 1985 Toy Fair .

While other giant coins in the exhibit (such as those of Boba Fett, Thall Joben, and Logray) were printed on flat backgrounds, the Vader coin was fully three‑dimensional, making it one of the most impressive display pieces Kenner ever produced. This item is so rare that today it is virtually untraceable, unlike some other Toy Fair displays that have ended up in private collections.

Giant Boba Fett Coin (POTF)

The Boba Fett coin is another standout jewel from this exhibition.

• Colossal size — clearly visible when compared to a ruler in the photo.
• Exactly the same artwork used on the POTF and Droids coins.
• One of the few surviving prototypes from this Toy Fair campaign .

The most curious aspect is that its classification remains unclear. Is it a display prototype? A production model that never made it to retail? A store display piece? Whatever its intended purpose, it stands as a unique and highly significant artifact in Kenner’s collecting history.

Giant Thall Joben Coin (Droids)

To promote the Droids line, Kenner introduced a large‑format coin featuring Thall Joben, the protagonist of the animated series. This piece had a bronze‑like color, noticeably different from the version that eventually reached production. Despite Kenner’s efforts to make Droids a success, both the show and its toy line failed to capture the public’s interest, turning these items into curiosities within the Star Wars collecting universe.

Giant Logray Coin (Ewoks)

For the Ewoks series, Kenner introduced a giant coin similar to the one created for Droids, this time featuring the shaman Logray. It was also displayed in an oversized format, though its color matched the production version exactly, unlike the bronze‑toned Thall Joben coin.

Just like the Droids line, the Ewoks collection did not achieve the expected impact, turning these oversized display coins into rare and highly sought‑after collectibles that are difficult to find today.