I had a look through my cuttings last night and came up with some old adverts and catalogue pages. Frustratingly I have hardly anything from 1978 – 1981. These ads seem to be almost non-existent, perhaps because the Star Wars line was doing a very good job of selling itself.
Toy shops hiked up the price of Star Wars toys in 1978, with the 99p recommended retail price for the figures being widely ignored. I remember Star Wars having a reputation for being over-priced and being poor value for money. Other toys such as Micronauts, Action Man, Fisher Price Adventure and Cyborg were cheaper and came with a lot more kit (not that us kids were complaining – we wanted Star Wars!).
I received my Millennium Falcon at Christmas 1981 when it was a very sought after toy. My dad left it late trying to find one and ended up forking out over £30 (I think he was savvy enough to barter the shop keeper down). It was well worth it as it was my prized toy for years afterwards.
I'm not surprised that people have differing memories of the price of Return of the Jedi toys. The prices went crazy in 1983 only for them to fall back down again, perhaps due to negative news stories and customer reaction.
I was very surprised to see the photograph of the ROTJ toy ad mention prices up to £51.60. That was a serious amount of money in the 1980's as you can imagine. I suppose that referred to the Ewok Village? If so I'm very surprised. My cuttings have it on sale for £37.99 - £34.99
Of course in 1984 the prices fell through the floor. Asda was one of the stores that slashed prices considerably.
An advert I found from 1985 has the Millennium Falcon and AT-AT at £11.99 and £13.99. Interestingly it has the prices ay £34.99 and £44.99 which was probably when they were at their height with Return of the Jedi.
Like a lot of fans, I picked up a ton of Star Wars goodness in the Woolworths big sale, with the white circular price stickers. I didn't see any Star Wars figures bundled together, perhaps because I didn't get here for the start of the sale. Unlucky me!
Craig.