Star Wars expanded to other media
Although the "Star Wars" film series itself has never been rebooted, a decision was made, due to works set after the original trilogy that contradict and deviate from Lucas' own view of the "Star Wars" story, to discard the "EU" works from the franchise canon. Lucas decided to cease creative involvement after selling, in October 2012, the "Star Wars" franchise as well as Lucasfilm (the production company of "Star Wars") to The Walt Disney Company. When Disney began development of a sequel trilogy of films and other works, and needed its films to have full creative freedom unbound by the "EU", nearly all "EU" works were removed from "Star Wars" franchise canon and rebranded as "Star Wars Legends". (The two 2008 "EU" works which remained in canon were and its .)
Burger King advertising
Burger King's first major tie-in, and one of the first for the QSR industry, was the 1977 film "Star Wars" in which BK sold a set of glasses featuring the main characters from the film. From that point on, competition between the major QSR chains became an important part of advertising in the fast food industry; McDonald's partnered with Disney in the 1980s and early 1990s. In 1994 Burger King signed a ten-film contract with Disney, a venture that was very successful. Burger King promoted films such as "Beauty and the Beast" (1991), "Aladdin" (1992), "The Lion King" (1994), "Pocahontas" (1995), "Toy Story" (1995) and "The Hunchback of Notre Dame" (1996). These cross promotions were rivaled only by McDonald's/Ty Beanie Babies cross-promotion in 1999–2000.