Episode I Launch Flashback

Tonight at midnight is the 20th Anniversary of the first Midnight Madness, which was the retail world's way of launching the phenomenon that would be modern Star Wars merchandising. Here's how we spent that day.



Despite living in the state with the third highest population density, I did not have a "midnight madness" in my immediate region. I had to go to the store in the morning like a normal person. The store I decided to hit wasn't on my way to work, but it was a sweet spot store. It was a little off the beaten path, but right outside the city. Not heavily hunted, but well stocked. I remember being put off by the then shocking MSRP of $7. I had actually found a case of Collection 2 Episode I figures that was accidentally put out early at Bradlees of all places. I didn't buy a single one due to that sticker price. On this morning of the actual launch I was seeking just one figure (like the rest of the planet): Darth Maul.

My plan worked, and my will power was strong. I still remember that the Episode I section was an entire aisle along the main back aisle of the store, and it felt like 2/3 of that aisle consisted of figure pegs. There were many Darth Maul figures among the hundreds of other figures, and I left with just the lone Darth Maul figure I set out to buy. The burdensome CommTech chip, which presumably accounted for the $2 price increase over the previous year, doubled as a stand. I put Maul on the CommTech stand so I could put the figure on my dashboard and marvel at it on the way to work (I only drove off road twice). I brought my one figure from the launch event into my office and proudly displayed it on my desk. The only Episode I figure I would buy. I was strong!

Then Qui-Gon and Obi-Wan joined him. Can't have the villain without the heroes to fight. Then a battle droid. Then all four battle droids. A Destroyer Droid. Yadda Yadda Yadda, a week later I'm back at the same store furious that the Gasgano figure I passed on launch day was nowhere to be found. Such is the life of the obsessive collector, but it was an absolute blast. Throughout the summer there was alway a reason to go into stores. Even K-Mart! It was the most fun I had as a collector since I was a kid.



I've told this story several times over the years, but you people will have to read it again on this special day. As a kid I had a ton of the Kenner toys, but lost interest after ROTJ. I was completely unaware that there was such a thing as Droids or Ewoks cartoon, let alone their respective figure lines. I wasn't a collector by the time TPM was rolling around. I had been serving overseas for several years, and was disconnected from pop culture stuff (although I did manage to see the ESB Special Edition in a German theater). By early 1999, I was back in the States, stationed in Hell Paso. While I was oblivious to the return of Star Wars figures in 1995, I was, nevertheless, obsessed with collecting all the Taco Bell tokens...or pogs...or chips. Whatever. The point is, I ate an absurd amount of Taco Bell.

I had heard on the radio that there was supposed to be some Midnight event at the Toys R Us stores in town, which I found ridiculous. I certainly wasn't going to that nonsense. The next morning on my way to PT (Editor's note: physical training and not prequel trilogy), I heard on the radio report of how Toys R Us stores were completely ransacked, and looked like war zones. I was intrigued by this, and decided to stop by during lunch. They weren't kidding. "War zone" was an understatement. It was lunchtime, the store had been open for hours already that day (maybe straight through since midnight?) and I had to step over knocked over shopping carts, collapsed displays, a pile of toys, lost kids, a chupacabra, and what may have been the Dead Sea scrolls. I looked around in amazement, and saw all the Episode 1 figures. I decided to pick up a Darth Maul just for old time's sake. I could find none in the debris pile, so I walked out empty handed. But I wanted a Maul.

I returned each day at lunch looking for replenishment, but couldn't find a Maul. Then I noticed for the first time a display off to the side that had some familiar characters. These were the Flashback figures, and I, of course, had no idea they existed. I found a Darth Vader, so I figured, OK, that's fine. Good for sentimental value. But shorty thereafter, I then decided to pick up the Emperor Palpatine flashback figure. Because I figured once I found the Maul, I would have all the Sith. But I still couldn't find Maul. Several weeks went by, and the next time I went into the store, I saw all the figures were BOGO 1/2, or something like that. In a fit of frustration, I...I wiped them out. All of them. And not just the figures, but the vehicles and playlets, too. I finally did find Darth Maul, but the damage was done. I was a collector. Worse yet, I was a completist. I have never recovered.

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