Charles Myers Lippincott Jr. was an author and marketer, best known for promoting and licensing the first part of the Star Wars trilogy. Lippincott joined Lucasfilm in 1975 as Vice President of Advertising, Publicity, Promotion & Merchandising. He also teamed up with Marvel Comics for a tie-in series which debuted ahead of the film's release. He was responsible for convincing 20th Century Fox to trademark the film's content, allowing significant income from licensing and merchandising on such products as "action figures, comic books, lunchboxes, watches, and toy lightsabers".
Biography from Wikipedia, licensed under CC BY-SA.
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