Hasbro is a toy company that purchased the Kenner company in the early 1990s. It currently holds the master license from Lucasfilm Ltd. to produce all Star Wars–branded toys. Hasbro manufactures action figures and a number of other Star Wars–branded toys and games, including Galactic Heroes, Star Wars Transformers, the Titanium Series, and board games such as Star Wars–themed Monopoly.
Basic action figure line
Hasbro's most popular offering for the Star Wars brand is its line of 3¾-inch "basic" action figures. The 3¾-inch size refers to the height representation of an average adult male human character portrayed, and corresponds to a scale ratio of 1:18. Characters are scaled to the standard, so that smaller characters such as Jedi Master Yoda or an Astromech droid, and taller characters like Darth Vader and Chewbacca, are rendered at appropriate height. As with the original Kenner figures of the 1970s and '80s, Hasbro has had major success with the basic line and has, in nearly two decades of continuous production, released over fifteen different packaging series, four distinct figure generations, and well over two thousand character and character variants from the Star Wars saga in figure form.
- The Power of the Force (II) (1995–2000)
- Shadows of the Empire sub-line (1996)
- Episode I (1999–2000)
- Power of the Jedi (2000–2002)
- Star Tours (2002– )
- Star Wars Saga (2002–2004)
- Clone Wars (2003–2005)
- The Original Trilogy Collection (2004–2005)
- Revenge of the Sith (2005)
- The Saga Collection (2006–)
- 30th Anniversary Collection (2007–2008)
- The Legacy Collection (2008–2010)
- The Clone Wars (2008–2012)
- Star Wars: The Vintage Collection (2010–2012)
- Star Wars: Movie Heroes (2012–2013)
- Star Wars: The Black Series (2013–2017)
- Star Wars: Saga Legends (2013–2014)
- Star Wars Rebels (2014–2015)
- Star Wars: The Force Awakens (2015–2016)
- Rogue One (2016–2017)
- Star Wars: The Last Jedi (2017)
- Solo (2018)
- Star Wars: The Rise of Skywalker (2019)
Action Collection 12-inch figure line
Star Wars action figures in the 12-inch, or "one sixth" scale (1:6), were released from 1995 to 2005. A variety of figures were released over the course of this line, including larger beast characters and smaller "in scale" characters, like R2-D2 and Yoda. Multipacks were released as retail exclusives. Like the 3¾"-scale playsets, the 12" figures were created by a different division within Hasbro from the regular basic (3¾") line, leading to some disparity between the quality and execution of each line. Whereas the basic figure line kept pace or often set the trends for similar products of that scale, the 12" figures lagged behind the sculpting, articulation, painting, and fabric advancements made by competing lines of the same scale, even within Hasbro itself.
As collector interest for the caliber of figure being made by Hasbro waned, the company ceased larger-sized action figure production, and sub-license for a "sixth scale" (12") line of high-end collector action figures was provided to Sideshow Collectibles, whose direct marketing, limited production runs, premium packaging, quality execution and higher price points are in stark contrast to the approach of its predecessor.
Other toy lines
- Star Wars Unleashed (2002– ): A set of 7-inch plastic statues of Star Wars characters in action-oriented poses first released by Hasbro in 2002. In 2006, Star Wars Unleashed Battle Packs, containing 2-inch versions of the 7-inch statues, were released. Each pack contained four figures in different poses from the first six Star Wars movies. The battle packs have mostly replaced the 7-inch line.
- Galactic Heroes (2004– ): A collection of 2-inch figures created for young children and collectors. The characters are new expressions of Star Wars characters, from the first seven Star Wars films.
- Titanium Series (2005– ): A collection of die-cast Star Wars vehicles. Most are small, but several vehicles were released in a larger scale. Also included in this collection is a set of 3.75-inch die-cast action figures with limited articulation.
- Star Wars Transformers (2006–2012): These toys are based on Hasbro's Transformers brand. However, the Star Wars Transformers are based on characters and vehicles from the Star Wars films. From 2008 to 2011, the line was branded as Transformers: Crossovers with the inclusion of figures based on Marvel Comics characters.
- Jedi Force (2004–2005): A set of action figures designed for young children. Unlike Galactic Heroes, Jedi Force figures were around 6 inches tall.
- Force Battlers (2005–2006): A set of large action figures, based on characters from the Star Wars films. The main point of these figures were their action features.
- Star Wars Mpire (2005): A set of figurines released only in 2005. They were M&M candies dressed as Star Wars characters.
- Star Wars Customs (2006): A set of toy motorcycles with Star Wars characters for riders. It was released by Hasbro for one year, 2006.
- Star Wars Mighty Muggs (2008– ): "Urban Vinyl Dolls" featuring Star Wars characters in a stylized format. Each figure utilizes the same simple mold, with character details painted on. Most figures are packed with an accessory and stand six inches tall.
- Hasbro Force FX Lightsaber (2008– ): A collection of replica lightsabers distributed by Hasbro began release in 2008.
- Loopin' Chewie (2015): A board game released by Hasbro.
- The Secrets of Star Wars: Shadows of the Empire
- "The Empire Strikes Toy Shops!"—Star Wars Insider 119
- "A Long Time Ago, In a Toy Aisle Not So Far Away...."—Star Wars Insider 120
- "Prequels in Plastic and Other Toy Tales"—Star Wars Insider 121
- "Launchpad"—Star Wars Insider 165
- "Launchpad"—Star Wars Insider 200