• Lucasfilm tells how the Star Wars saga continues to reach new fans

      It is six years since the last Star Wars film tied up the space saga, but Lucasfilm continues to reach new fans and stay relevant. Laura Snoad asks its president of licensing Howard Roffman how the franchise keeps striking back.


      Marketing Week (MW): How can you keep the Star Wars brand relevant to new generations?
      Howard Roffman (HR): One of the strongest elements of the Star Wars property is its timelessness. Parents have had a very strong motivation to introduce their children to Star Wars through the films. But we’ve also taken important elements of the Star Was story and expanded them, for example with [TV series] The Clone Wars.


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