History in Objects is a continuing series exploring Lucasfilm’s legacy stretching from their founding in 1971 to today, and their current article explores some of the items on display at Lucasfilm to celebrate the 25th anniversary of Star Wars: The Phantom Menace.
In celebration of the 25th anniversary of Star Wars: The Phantom Menace, Lucasfilm historians have gathered and shared a cache of materials that were produced during the original release of the film in 1999, proudly displayed in the company’s San Francisco headquarters. Items on display include examples from the film’s marketing, merchandising and publishing campaigns, as well as its promotional tie-ins with restaurant chains and food products. This special edition of “History in Objects” will focus on a handful of items in the display.
Every Saga Has a Beginning…
Star Wars: The Phantom Menace premiered at midnight on May 19, 1999, and is arguably the most anticipated movie ever made up to that time. Since the completion of Star Wars: Return of the Jedi 16 years earlier, much of George Lucas’ efforts were aimed to prepare the company for this momentous production, including the development of new filmmaking technologies across production, visual effects, and sound, as well as throughout Lucasfilm’s ancillary businesses in video games, consumer products, and publishing. The Phantom Menace involved practically every Lucasfilm employee in one form or another as the company’s ranks grew rapidly at Skywalker Ranch in Nicasio, Industrial Light & Magic’s Kerner facility, and LucasArts’ Los Gamos facility, both in San Rafael.
Star Wars and LEGO Join Forces
Although LEGO had been established in Denmark way back in 1932, they had yet to officially sign a franchise licensee before 1999. In February of that year at the International Toy Fair in New York City, LEGO announced its partnership with Lucasfilm to create Star Wars products. 13 standard sets were released that year, including a number from The Phantom Menace. 25 years later, that number is rapidly approaching 1,000 released sets. Star Wars remains one of LEGO’s most popular franchise partners, and has spawned a slew of other collaborations in games and animation.
Jar Jar Binks Monster Mouth Candy Tongues
One of the more unusual (and whimsical) products inspired by The Phantom Menace was a unique candy dispenser shaped in the form of Jar Jar’s head. Produced by Cap Candy, a plastic “plunger” behind the head could be pushed in to open Jar Jar’s mouth, revealing a cherry-flavored tongue within (the example on display features a plastic replacement). One of several novelty candy items produced for the film by Cap Candy (there was also a PEZ dispenser which again utilized the Gungan’s tongue), the Jar Jar Binks Monster Mouth has proven a favorite among Star Wars collectors since its dubious debut, and has been a popular attraction within the display case.
Read the article in full with additional images at Lucasfilm.com.
