It really wasn't until George Lucas came along with
Star Wars in the late 1970s that movie tie-ins, particularly action figures, became a big part of a film's marketing push. As a result you can get a miniature version of your favorite character from most films these days, but that wasn't always the case.
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Source: http://feeds.gawker.com/~r/gizmodo/full/~3/9yyFlDC8KtQ/
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