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Robots Lurking in the Shadows for 30 Years Finally Identified

Back to Main Press Page

June 1, 2006

LOS ANGELES, CA – After nearly 30 years since the first installment of George Lucas' Star Wars saga enthralled moviegoers, fans are still clamoring for unique Star Wars merchandise.

Celebrating 10 years in business this year, Entertainment Earth, Inc., (entertainmentearth.com) a leading action figure, gifts, and collectibles retailer seized the opportunity to contribute to the Star Wars universe by working with Hasbro, Inc., and Lucasfilm Ltd., to develop 10 new action figures.

Armed with Google results and the slow-motion button on their DVD player remote control, toy gurus at Entertainment Earth picked out some of the robots, or “droids” that lurked around in the background of the Star Wars movies. Among others, they found colorful cousins of the lovable, famous, and trashcan-like R2-D2. Even though some of these clunky characters appeared on screen for mere fractions of seconds, they were perfect characters to be immortalized as action figures for collectors and fans.

Lucasfilm gave the green light, and Hasbro agreed to produce the figures. But when it was time to develop the packaging and marketing for these figures, something was missing – their names! While six of these droids already had official names, four remained unidentified. Nearly 30 years after Star Wars: A New Hope was released, a naming ceremony took place – and four droids received their dignity in the Star Wars universe: R2-C4, R2-M5, R4-A22, and R3-Y2. They join R2-X2, R3-T2, R4-E1, R2-A6, R3-T6, and R2-Q2 in exclusive Entertainment Earth Star Wars Astromech Droids Sets ($74.99 for all 10 figures), available now.

"I remember the scene in Star Wars when Luke Skywalker buys a droid from a tiny hooded Jawa and moments later, the droid breaks down," said Jason Labowitz, president and co-founder of Entertainment Earth, Inc. "That scene, featuring all kinds of robots, inspired us to look throughout the Star Wars universe to find other interesting droids - even if only featured on film for a few seconds. We found droids that roamed the dusty streets of Mos Eisely, hung out in a diner on Coruscant, programmed coordinates on the Death Star, and helped the rebels hide out on the ice planet of Hoth. We're thrilled to offer these never-before made figures to fans, and with our Hassle-Free 90-Day Return Policy, nobody ever has to worry about getting stuck with a malfunctioning droid again."

"We've provided fans of Star Wars and other licensed merchandise with a vast selection of products since we launched our website in 1996," Labowitz continued. "Our loyal clients have also helped us pioneer some of the best practices in the industry, such as our Hassle-Free 90-Day Return Policy. If for any reason you don’t want to keep a product, we'll take it back. We figured if fictional Jawas could provide Luke Skywalker with great service a long time ago in a galaxy far, far away, we could certainly offer better service to our clients today."

Visit entertainmentearth.com and search for "Droid PR 06" to order this limited edition exclusive and learn more about Hassle-Free 90-Day Returns.



About Entertainment Earth, Inc.
Based in Los Angeles, California, Entertainment Earth is a leading worldwide multi-channel cataloger, retailer, and distributor of action figures, gifts, and collectibles. Founded online in 1996, Entertainment Earth offers nearly 5,000 licensed products and has pioneered best practices in the industry with innovations such as a mint-condition guarantee, risk-free shopping, and 90-day hassle-free returns.

### ###

For more information, contact:
Adam Pawlus
Merchandising, Director of Marketing
Entertainment Earth, Inc.
(818) 255-0090

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