How 'Star Wars' Seduced Another Generation Of Kids

It's unusual for movies that appeal to one generation of kids to catch the fancy of the next. And, while no self-respecting 15-year-old would be caught dead wearing a T-shirt featuring one of his early childhood favorites — Thomas the Tank Engine, say, or the Berenstain Bears — plenty of teens are still into Star Wars.

"It's become such an important part of kids' lives when they're growing up that it has a nostalgia value as they get older," says Howard Roffman, a longtime licensing executive with Lucasfilm Ltd., the Star Wars production company. "We've been fortunate that we haven't suffered from the phenomenon where you embrace something as a kid and it becomes uncool when you're older."

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