In this rare opportunity, Darryl J James speaks with the man who served as a cornerstone of the company for decades. Howard Roffman didn’t just witness the expansion of the Star Wars saga; he spearheaded the merchandising and licensing strategies that transformed Lucasfilm into a multi-billion-dollar global powerhouse.
As the long-standing President of Lucas Licensing, Howard was the primary architect behind the global explosion of Star Wars consumer products. He provides an unparalleled “insider” perspective on the commercial heart of the company and the immense legacy he left behind upon his retirement.
A central highlight of this interview—and the heart of the Star Wars 100 Interviews project—is the discovery of Howard’s own on-screen contribution. Howard recounts the story of his film cameo, detailing the experience of filming at the legendary ILM (Industrial Light & Magic) Kerner facility in San Rafael, California.
This video features:
Howard’s pivotal role as President of Lucas Licensing and his career at LFL.
The expansion of the Star Wars merchandising empire.
First-hand accounts of the production environment at the San Rafael facilities.
The story behind his “blink and you’ll miss it” film appearance in The Phantom Menace.
This conversation, filmed at Celebration Anaheim in 2015, is a rare archival moment to hear from one of the highest-ranking executives in Lucasfilm history
