Lucas Licensing is one of seven divisions operating within and supporting the Lucasfilm enterprise, the global corporation responsible for producing some of the most renowned films of all time, including “Star Wars” and the Indiana Jones trilogy, among many others. The privately held company was founded in 1971 by George Lucas and now generates approximately $3 billion in retail sales each year.
The tremendous success Lucasfilm has achieved over the years gives the team at Lucas Licensing a lot to work with and a significant resource pool to draw from. Much of the organization’s work has garnered a cult following, which means there are plenty of consumers all over the world ready and willing to spend their hard-earned money on any number of products.
With plentiful resources and a loyal customer base, the real challenge for the team at Lucas Licensing involves its ability to remain innovative. Howard Roffman, president, explained that this has been achieved through continuous evolution—each product that’s introduced to the market has to bring something new to the table.
“The power of the ‘Star Wars’ franchise begins with the mythology established in the entertainment from the beginning. The franchise has released six films over a 33-year period, and each has played crucial role in advancing the brand,” Roffman said, referring to the animated, top-ranking TV series “Star Wars: The Clone Wars” as an example.
Now in its second season, the show carries the “Star Wars” story forward, providing die-hard fans with a weekly dose of their favorite fix. Casey Collins, senior director of international licensing and retail marketing, explained that this is just one way he and his team are perpetuating the brand’s power.
“We’re able to remain innovative because we focus on expanding the brand’s mythology utilizing multiple channels,” he said. “We have a robust publishing program, through which we’ve put out 80 ‘Star Wars’ novels, and we have a childrens publishing program, a comic book series, and video games, which are developed through another division of the company, LucasArts. We are constantly taking people to new places.”
Uniting friends and families
Another important aspect that the team at Lucas Licensing focuses on is the multi-generational appeal of the brands it represents, which allows it to penetrate nearly every age group. Collins said “Star Wars” is the best example of this. “So many people were deeply touched by the films throughout the 1970s and 1980s, and many of those people take pleasure in introducing their children to the story,” he explained.
Roffman added that he believes the enduring nature of this cycle is responsible for much of the brand’s success over the years, and especially in recent months. “We’ve been fortunate in the sense that we seem to be pretty immune to the effects of the economic downturn that’s impacting many retailers today,” he said.
A strong support network
In total, there are seven divisions that comprise the Lucasfilm enterprise, and each plays a significant role in the corporation’s success. Here’s a snapshot of the other six that accompany the licensing group:
A B G Accessories
Jay Franco & Sons, Inc.
Wizards of the Coast, LLC