Disney has always been a merchandizing company at heart. It understood, and understands, the value of brands better than any other entertainment company on the

Disney has always been a merchandizing company at heart. It understood, and understands, the value of brands better than any other entertainment company on the planet. LucasFilm is the same way; George Lucas has always been a savvy merchandizer. This is not only a good portfolio acquisition for Disney, but also a good cultural match.