Star Wars Collecting: Licensed vs. Non-Licensed

Times definitely do change. Prior to the last decade, collectors and fans filled their Star Wars collections almost exclusively with officially licensed toys, collectibles, and products. The one major exception of course being artwork. Although to be fair, much of that [at the time] came from artists licensed by Lucasfilm. Regardless, in recent memory there has been an undeniable influx in non-licensed collectibles, both on the market, and in people's collections. And it feels like it increases with each passing year.

To clarify, this article is not referring to bootleg/knockoff products, which are unlicensed copies of existing licensed products. Bootlegs and knockoffs are an entirely different animal, and reside in a separate category from non-licensed collectibles.

From 1977 to early 2014 Lucasfilm licensed countless products, and Disney/Lucasfilm has done the same since. While the number and range of non-licensed products don't quite measure up, the plethora of items available is rather astounding. Obviously the introduction of, and advancements in, areas such as; online retail, in-home 3D printers, social media, and customizable product manufacturing have all played a major role in making non-licensed collectibles not only possible, but a thriving trade. And in the era of "building a brand", artists, crafters, fans, and entrepreneurs alike are getting in on the action.

Every collector's collection is different. From size, value (monetary and sentimental), piece type, focus, etc., no two collections are the same. That being said, there are probably collectors out there who refuse to have non-licensed products in their collection. And on the other end of the spectrum, many a modern day collector seem to almost exclusively collect non-licensed items. But most likely the average collector's shelves and cases are filled with both.

So what's the allure of non-licensed collectibles? Are they in direct competition with officially licensed products or do they fill an entirely different void? Do they have current value, or the ability to hold or increase in value over time? How are non-licensed Star Wars products sold for profit even legal?

Let's tackle the first two simultaneously. With licensed collectibles, licenses to produce Star Wars items are typically granted to larger companies with established customer bases and proven track records for quality and design. Products are massed produced in most cases (the exception being limited editions and low number collection runs), and made available to consumers at a wide variety of retail and resale establishments/sites. Non-licensed items can be produced by anyone (from individuals to small companies), usually in smaller quantities, and are typically only sold via limited channels. In some cases non-licensed items are exclusive to an Etsy store or single website, and in other cases they share space with licensed items on sites such as eBay and Amazon. In a sense, the two are not necessarily in direct competition. But it's definitely a grey area in some cases. For example, Hasbro essentially has a monopoly on Star Wars action figures. The only non-licensed market for action figures comes in the form of custom figures, and those are made using Hasbro action figures. So while Hasbro doesn't see a dime from the resale of a custom figure, they get the initial sale. And keep in mind that custom figure collecting is a niche market, and doesn't even remotely compare to the number of collectors, fans, and kids who purchase licensed figures.

While there is a small market for non-licensed home and office items, the biggest boom in non-licensed products has come in the form of artwork, patches, coins, buttons, stickers, apparel, costuming, and replica props. Artwork is basically its own category. Licensed or not, there are amazing artists producing gorgeous pieces, and collectors can't get enough. Regarding the rest, it's a multi-faceted affair, and in these areas some competition does exist. Here, non-licensed often provides attractive factors such as; lower costs, less exclusivity and easier accessibility, access to items/characters/certain depictions of characters not offered by licensed manufacturers, and customizable options. Additionally, to some collectors/consumers, supporting a small business, an artist/crafter, or a charity/fundraiser is more desirable than supporting a larger company. For this article no market research was done, thus no speculations will be made as to whether or not the sale of non-licensed Star Wars products affect the sales and profit margins of the licensee companies. The bottom line is there are viable and successful markets for both, and that the clear winner is the collector/consumer.

In regards to the current and/or future monetary value of non-licensed Star Wars collectibles, one would need to defer that question to an expert. Strictly speculating however, a best guess would be that the vast majority of items aren't (and won't be), worth much more than initial cost from an appraisal standpoint. Unlike licensed items, universal cataloging, tracking, and archiving systems for non-licensed items are non-existent. Again, the one clear exception here being artwork. However, in the end, as with anything in life, something is worth what someone is willing to pay for it. 

This last one remains a mystery to many. Just how are people allowed to profit off of intellectual property that isn't theirs? With arts and crafts one could argue that it’s an artistic representation and what is being paid for is talent, time, and manufacturing costs. There’s likely merit to both sides of that argument. But simply taking an image of one’s favorite Star Wars character, printing it on t-shirts, coffee mugs, mouse pads, etc., and selling those independently for profit definitely seems to blur the lines of legality. Perhaps these operations are simply too small and insignificant to register on the radar of the Lucasfilm [and Disney] legal teams? Looking back over the years, the only lawsuits which come to mind pertain to bootleg toy manufacturers, and high-profile cases like Dr. Dre with the THX sample. Maybe it’s a simple matter of using loopholes, such as companies like Ultra Sabers, where one can purchase a Darth Vader lightsaber, but it’s given a different name and not called (or sold as), a Darth Vader lightsaber. Then there’s organizations like the 501^st Legion, which Lucasfilm is not only aware of, but also utilizes. The caveat with the armor, costumes, weapons and props, apparel, stickers, etc. that the 501^st Legion produces (via multiple independent sources), is that it can only be sold to cover costs, and no profit can be made.

There is no answer to the question; which is better, licensed or non-licensed Star Wars items, as it's entirely subjective. There are consumers (collectors and fans alike), who only purchase officially licensed products. Then there’s those who purchase both. And perhaps there are also those who only purchase non-licensed products? What’s for certain is that there has definitely been an increase in the production of, lust for, and sales of non-licensed Star Wars products over the past decade. At the end of the day, what a collector purchases ultimately comes down to what they like/enjoy, and what they can afford.

On a personal note

Artwork has always been an important part of my Star Wars collection. I proudly support independent artists, and enjoy adding pieces of theirs to my collection. But obviously I don’t do it blindly. The artwork I purchase not only has to be of characters I like, but they have to be renditions/depictions I find appealing. The main focus of my Star Wars collection is Ahsoka Tano. Ahsoka is a Togruta, and she is attractive. That’s how she was created by Lucasfilm. For some baffling reason many artists choose to depict her species and/or her looks differently. To each his/her own, it’s their art. However, those are pieces I won’t add to my collection as I don’t find them pleasing. Regarding everything else I don’t have a firm stance either way. As a member of the 501^st Legion since 2008, I have a ton of 501^st merch of all sorts. In terms of my Ahsoka collection, I’m constantly picking up stickers, patches, coins, buttons, etc. And when it comes to the Expanded Universe, especially in the Disney-era, non-licensed products are basically the only option. What I can’t and don’t get down with are the items where someone simply took an official image of a character, printed it on something, and put it up for sale. There’s no reason for me to buy that when I could take my favorite image of said character and pay to have it printed on something just for me. And I’ve done just that. For example, I have a line of t-shirts called “The Women of the EU” series. I pay to have two of each shirt made, one for me, and one to give to my friend, Marshall. I don’t mass produce them, and I don’t sell them. And I have a small line of EU and EU novel-related posters I’ll be printing in low quantity runs for myself and as gifts for a handful of friends who are die-hard EU fans. Along those lines, as an adult male Ahsoka Tano fan, very little is tailored to/for me. And very often what is available doesn’t represent my Ahsoka fandom. Thus, years ago I stopped buying any Ahsoka apparel, be it licensed or non-licensed, and started making my own. This way, be it a t-shirt, hoodie, winter beanie hat, etc., I’m getting exactly what I want. But again, I only have one of each made for me.

I have a first of its kind, all-original Star Wars Hip Hop project called The Lost Holocron. The music (streaming and downloading), music videos, and any related merch are all one hundred percent free to the public. And with my AhsokaTanosLife brand I’ve mass produced postcards and stickers, and low quantity produced t-shirts and posters, all of which I hand out for free. With the music it’s definitely a legal matter. With the merchandise it essentially comes down to me having zero desire to operate an online store. I want people to have it, so I just give it to them.

The one area I struggle with are the 3D printed items. I’m going to throw the raw, unfinished, unpainted/weathered items out of the conversation. I understand that a fully finished/painted/weathered lightsaber hilt or character statue takes time and craftsmanship. What I often fail to understand are the prices being charged. Who is going to pay for a plastic lightsaber hilt when for the same amount one could purchase a metal and fully functional Force FX lightsaber? And in the case of a replica lightsaber hilt, there’s no difference in what it looks like. With statues, the character depiction, stance, etc. could possibly be a factor. But again, why purchase an overpriced 3D printed statue when for the same amount, or slightly more, one could purchase a numbered, authenticated, and officially licensed statue for Gentle Giant or Sideshow? I’m not hating on the in-home 3D printers out there, do your thing. However, for me, at the price points I so often see, they are just not justifiable purchases. It’s definitely a pricing issue, not a quality or level of craftsmanship issue.

I follow a lot of Star Wars collectors and fans on social media. I decided to write this article, just for fun, because lately I feel like I see so many photos of collections dominated by non-licensed items. Granted I see this more from the fans than the hardcore collectors, but I see it often enough that I thought it would be interesting to explore in a little more depth. Star Wars collectors and fans alike are very particular in what they add to their shelves. And in today’s consumer culture, people are simply going to buy what they like, regardless of who’s selling it.