From the Digital Box Set: In this episode, we explore the marketing of Movie Merchandise. From the earliest days of merchandising book characters to the true beginning of movie merchandising with the birth of Mickey Mouse and the Disney Studio, the marketing of toys and games became a critical strategy for movie and television studios. We chart the milestones in entertainment merchandising, how those milestones became a marketing strategy to build loyal audiences and how the biggest merchandising breakthrough in a galaxy far, far away changed everything. This is an archived episode that aired originally on February 24, 2016.