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>> If you're thinking short-term, you may have missed a bit. But if you're in it for the long haul, then the ride has just begun!! <<

Agreed. I look at this company as something to hold for at least ten years. The Star Wars hype certainly played a part in my decision to invest, but overall I see them as a company with a strong track record in two key areas: (1) creating their own unique brands, and (2) convincing owners of other major intellectual property (Lucasfilm, Marvel Comics, etc.) that they are "the" merchandising partner to work with.
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