The 1970s were a iconic decade for toys. From Star Wars action figures to electronic games and toys, many classic toys that are still popular today originated in the 1970s. When looking back specifically at 1977, there were several hugely popular toys that defined pop culture at the time.
Most Popular Toy Brands of 1977
According to toy industry sales data from 1977, some of the biggest toy brands that year included:
- Star Wars toys
- Atari 2600
- Simon
- Pet Rocks
- Stretch Armstrong
- Magna Doodle
- Slime
- Skateboards
Many of these toys originated earlier in the 1970s but reached the height of popularity in 1977. Star Wars in particular drove major toy sales after the first film’s release in 1977. Other toy fads like Pet Rocks and Simon also peaked in 1977.
Star Wars Toys
Star Wars without a doubt was the biggest pop culture phenomenon of 1977. Though the first Star Wars film came out in May, the accompanying toys from Kenner became wildly popular that holiday season. Kenner reportedly sold over 40 million Star Wars action figures in 1977 alone.
Some of the most popular Star Wars toys that year included:
- Luke Skywalker
- Darth Vader
- C-3PO
- R2-D2
- Chewbacca
- Stormtrooper
- Obi-Wan Kenobi
- Jawa
- TIE Fighter Pilot
- Death Star Space Station playset
Kids loved recreating scenes from the movie with their favorite characters. Star Wars toys continued to dominate toy sales well into the 1980s and beyond.
Electronic and Battery Operated Toys
1977 also saw the rise of electronic and battery operated toys. Video games emerged as a major force with the release of the Atari 2600 game console. Other electronic toys like Simon and the electronic game Merlin were also hugely popular.
Some of the top electronic toys included:
- Atari 2600 – With classic games like Space Invaders, the Atari 2600 console was a must-have.
- Simon – The color and sound memory game flew off shelves.
- Merlin – This electronic game allowed you to play six different games including tic-tac-toe.
- Speak & Spell – The talking educational toy was a big seller.
Battery operated toys allowed kids to play pre-programmed games and activities, adding lights, sounds and interactivity to playtime. These high-tech toys signaled a shift away from traditional dollhouses and action figures.
Fad Toys
A few novelty toy fads also reached peak hype in 1977. Pet Rocks, a kitschy fad where pebbles were sold like live pets in cardboard boxes, were incredibly popular. Silly Putty and Slime let kids get gooey and gross. Stretch Armstrong took stretchable toys to new lengths. Skateboarding saw a revival in popularity as well.
Some of the biggest fad toys of 1977 were:
- Pet Rocks
- Silly Putty
- Slime
- Stretch Armstrong
- Wacky Wallwalkers
- Skateboards
These novelty toys gave kids new ways to goof around. Pet Rocks in particular stand out as one of the oddest yet most successful toy fads ever.
The Most Popular Toy of 1977
With all the toy trends of 1977 considered, Star Wars toys stand out as the undisputed most popular. Kenner’s lineup of Star Wars action figures blew away all other toy competition. Star Wars mania was unmatched, and kids obsessed over collecting the entire set of figures.
Here are some key facts about Star Wars toy sales in 1977:
- Over 40 million Star Wars toys were sold by Kenner in 1977
- $100 million in Star Wars toy revenue in 1977 – more than triple Kenner’s previous yearly sales
- Empty Star Wars toy shelves common during holiday shopping season due to high demand
- Star Wars Early Bird Certificate Package sold as IOU due to toy shortage
- Luke Skywalker, Darth Vader most popular figures
Star Wars wasn’t just the top-selling toy line of 1977, it was a record-smashing phenomenon. The fervor around Star Wars toys changed the toy industry. Kenner’s overwhelming success proved the lucrative potential of movie merchandise and licensing. The concepts pioneered by Star Wars toys became core strategies for entertainment franchises moving forward.
Star Wars Legacy
The impact of Star Wars in 1977 permanently changed the world of toys. Some key lasting impacts include:
- Proof of concept for movie merchandise – Showed the profit potential of movie tie-in toys.
- Shift to franchise focus – More toys centered on movies, TV shows and brands.
- Beginnings of collectors market – Star Wars toys sparked interest in toy collecting.
- New marketing tactics – Early Bird Certificate Package as pre-order model adopted widely.
Star Wars fundamentally reshaped business models and strategies across the toy world. The franchise also launched decades of collecting for fans. Many mint condition Star Wars toys from 1977 are worth thousands today.
Other Significant Toys of 1977
While no toy came close to achieving the popularity of Star Wars in 1977, other notable toys included:
Atari 2600
The Atari 2600 game console brought arcade hits like Space Invaders home. It paved the way for the home video game boom of the 1980s.
Simon
The addictive light and sound memory game sold over one million units within a year. It remained popular throughout the late 1970s.
Stretch Armstrong
This flexible muscleman doll could stretch over 4 feet long. Unique stretchy design appealed to kids.
Pet Rocks
One of history’s most unusual toy fads, these ordinary rocks packaged as novelty pets became a quirky hit.
Skateboards
Skateboarding saw a growth in popularity during the 1970s kickstarted by the “Z-Boys” skaters in California. Plastic skateboards were a hot toy.
1977 Toy Trends
A few key trends shaped the most popular toys of 1977:
- Movie Tie-Ins – Star Wars merchandise showed the potential of toys based on movies.
- Electronic Games – LED games and early consoles brought video games home.
- Silly Imaginative Play – Silly Putty, Slime, Pet Rocks, Wacky Wallwalkers.
- Youth Culture – Skateboards and Star Wars reflected what was “cool.”
Toys in 1977 were a mix of high-tech games, offbeat novelties, and pop culture phenomena. Star Wars towered over everything else, priming movie merchandising to dominate childrens’ entertainment.
Comparison to Other Years
Star Wars toys achieved unprecedented popularity unmatched by toys of prior years. Other extremely popular toy crazes of the 1970s leading up to 1977 included:
| Year | Top-Selling Toy |
|---|---|
| 1975 | The Pet Rock |
| 1976 | Pong home video game console |
| 1977 | Star Wars toys |
No other toy craze matched the sheer scope and cultural impact of Star Wars in 1977. It surpassed predecessors like Pet Rocks and Pong systems as both a top-selling toy and pop culture phenomenon.
Reasons for Popularity
What drove so many kids and parents to buy Star Wars toys in 1977? There are a few key factors:
- Movie Popularity – Star Wars was the biggest box office hit of 1977.
- Character Appeal – Cool characters like Luke, Vader, droids appealed to kids.
- World Building – The Star Wars universe fired imaginations.
- Licensing – George Lucas smartly secured toy licensing ahead of release.
Star Wars arrived at the perfect time to captivate kids. Its groundbreaking special effects, mythic storytelling, and endearing characters made it an all-ages phenomenon. Backed by strategic merchandising, its status as the top toy of 1977 seemed almost destined.
Impact on the Toy Industry
The massive success of Star Wars toys fundamentally changed the toy industry. It proved the viability of blockbuster movie toy lines. After 1977, studios and toymakers shifted focus toward licensed movie merchandise.
Other impacts on the toy industry included:
- Closer partnerships between studios and toy companies
- More franchise-based toys – toys spun off from entertainment properties
- Rise of collector culture and adult collectors
- Increased quality and variety of action figures
By capitalizing on Star Wars mania, Kenner laid out an effective playbook for integrated movie merchandising in the toy space. Movie toy lines became a core toy industry strategy aiming to capture ephemeral pop culture phenomenons.
Conclusion
Star Wars toys were unequivocally the most popular toy of 1977. The action figures in particular drove unprecedented sales for Kenner and transformed the company overnight. More importantly, the massive success of Star Wars toys proved the viability of movie merchandise to toymakers, reshaping the industry. It showed how films could be more than just box office hits, but vast franchises and toy empires. The foundations laid by Star Wars in 1977 continue to influence entertainment and toys today.