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Kids who are ten today will be 15-16 when the final
movie comes out. It might not be "cool" to buy a
Star Wars action figure when you are 15... But
a certain percentage of them will become collectors
and continue to drive a certain amount of purchases.

You then add to that all the kids who are only 4 or 5
today who will be in their prime Star Wars toy buying
age as the next two movies come out, and you've got
a model that can sustain increasing toy purchases
during the lifetime of the film.

This is one of the things that makes the license deal
so valuable -- if it was just a "one-shot" deal around
the Phantom Menace, then HAS wouldn't have a sustainable business advantage.
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