Backstory: Return of the Plastic Jedi

by JOHN DEQUADROS, Rip Rocket Photography

A long time ago … 30 years ago this summer, to be exact, the Force awakened.

In July 1995, Kenner launched a brand-new line of Star Wars action figures, and excitement quickly jumped to lightspeed. The Power of the Force collection, affectionately dubbed “Power of the Force 2 (POTF2)” by fans, didn’t just reignite interest in a galaxy far, far away — it redefined Star Wars for a new generation of kids and collectors. Buff Boba Fett, chiseled Chewbacca, and revamped versions of iconic characters like Darth Vader and Obi-Wan Kenobi were everywhere. And fans couldn’t get enough of them.

To appreciate the significance of this line, you have to journey back to the early 1990s — when the Star Wars brand was largely dormant at retail.

“The years following the release of Return of the Jedi were known as the Dark Times,” recalls Dan Brooks, co-author of the Star Wars Encyclopedia, and former Senior Editor at StarWars.com and Lucasfilm.com. “Star Wars really went into hibernation. We were kind of starved for anything related to the saga — especially in the toy aisle.”

The original Kenner line ended with the first Power of the Force collection in 1985. Lucasfilm scrapped Kenner’s plans to continue the toy line with no new movies on the immediate horizon. But behind the scenes, momentum was building toward something new. Star Wars creator George Lucas teased Special Editions. A prequel trilogy chronicling the rise and fall of Anakin Skywalker was in early development. Author Timothy Zahn’s Heir to the Empire topped the New York Times Best Seller List. And Kenner — now owned by Hasbro — saw an opportunity to bring Star Wars back into stores, bigger and bolder than ever before.

POTF2 charged onto the scene with the explosiveness of an Imperial invasion. The first wave included familiar faces like Luke Skywalker, C-3PO, and R2-D2, but not how fans remembered them. Han Solo had biceps that rivalled He-Man, Lando Calrissian’s lats needed a landing permit. Even Princess Leia looked more superhero than Senator.

Why the extreme makeover? Kenner designers later explained that the line was inspired by toy trends of the time, when exaggerated muscles and bold stances were all the rage. Hasbro’s G.I. Joe Extreme also hit the market in ’95, and Trendmasters’ Extreme Ghostbusters was in development. These toys targeted a generation of kids raised on professional wrestling and action movies, where heroes flexed first and asked questions later. The new look raised eyebrows and drew mixed reactions from longtime fans, but kids and collectors ate it up.

Over the next five years, the POTF2 line expanded to include vehicles like the Millennium Falcon and AT-AT, creatures like the Dewback and Tauntaun, and playsets like the Death Star Escape. Kenner even embraced the Expanded Universe of publishing and gaming with releases like Kyle Katarn, Mara Jade, and Grand Admiral Thrawn. This move gave the line a unique edge and sparked deeper fan engagement.

“It’s funny to look back 30 years and acknowledge that POTF2 was the birth of many collectors’ habits,” says Jayson Krebsbach, owner and content manager of Yakface.com. “With the relaunch of Star Wars in the ’90s, there was such excitement about finding new toys on the shelves every couple of weeks. Seeing pegs of those orange — and later green — cardbacks and boxes was euphoric after what seemed like an eternity of Star Wars-less toy aisles.”

Between 1995 and 2000, Kenner released more than 100 unique action figures. The collecting scene exploded. Online forums and toy magazines surged in popularity. Conventions grew. And since the toys were so widely available — from toy stores to comic shops and even grocery aisle endcaps — it was easy for fans to join the fun. A passionate community emerged, ready to trade, talk, and celebrate Star Wars together. And out of POTF2, the concept of an adult collector went mainstream.

“I was working for Walmart when POTF2 became a craze,” recalls Toy Book Editor-in-Chief James Zahn. “The Hot Wheels dealers waiting outside the doors for the store to open each morning began buying Star Wars figures by the cartload as the speculative market took hold. This happened just as eBay went online, and the hype planted the seeds for online retailers like Entertainment Earth. It powered the first wave of nostalgia that opened the blast doors for the return of other toy and entertainment franchises in the years to come.”

While the line may look dated next to modern offerings like The Black Series or The Vintage Collection, the charm and ambition of POTF2 remain undeniable. And Hasbro continues to honor the era with retro-inspired packaging, and Expanded Universe characters like Shadows of the Empire’s Dash Rendar and Prince Xizor still resonate with fans.

As we look back on three decades of Power of the Force 2, we honor the spark that reignited a galaxy, captivated a generation of fans, and laid the foundation for modern collecting. The Force was strong then — and thanks to this line, it still is today.

A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!

Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.