To achieve this umbrella look, the company turned to The Sterling Group (New York, NY). While the packages for the Star Wars figures used to change according to each movie, Sterling’s new design captures the grandeur of the entire saga. Hasbro wanted to extend the appeal of the figures beyond committed fans to adults, parents, and children unfamiliar with the original films. Packaging for the Star Wars figurines includes a clamshell and backing card. Printed to the paperboard card, directly behind the doll inside the clamshell, is a scene from the movie that contains the particular character. The Star Wars logo is featured prominently at the top of the backing card. A space-like background is added to tie the entire design together. The name of the character and the movie it appears in also included at the base of the package.
