Since 1977, the popularity of the Star Wars films establishes a deep footprint on cultures around the world. The franchise reaches beyond theaters with the widely successful marketing of Star Wars merchandise. Action figures and toys generate tangible souvenirs from "a long time ago in a galaxy far, far away." Many children grow up playing with Star Wars action figures, creating individual memories that aggregate into a broader awareness. The impact of Star Wars action figures has a subtle yet apparent effect. In turn, this effect is shown on film, looping from film to real life and back onto film.