In the 35 years since its launch, Star Wars has become one of the most successful film-based consumer products franchises of all time. Roffman has served at Lucas Licensing for 32 years, running licensing for the past 25.

“Twenty-five years is a long time to stay in one job, even one as exciting as the job I’ve had. I am thrilled that Paul Southern will succeed me in this role,” says Roffman. “Paul and I have worked together for more than 15 years and I cannot think of anyone better qualified to take the business forward. He is an enormously talented executive and I have every confidence in him.”

Southern has held leadership roles on both the domestic and international sides of Lucasfilm’s licensing business. Prior to joining Lucasfilm in 2001, Southern held senior level roles at Unilever and Scott Paper Company, and also worked in brand and sports licensing with organizations including Mars, Discovery Channel and FIFA’S soccer World Cup.

“Howard has delivered exceptional results as the head of our licensing business and we couldn’t be more pleased that he will continue to be a member of the Lucasfilm team as a senior advisor,” says Chau. “With Paul’s depth of experience in the industry and here at Lucasfilm, he is the perfect choice to continue our tradition of excellence in consumer products.”

License! Global recently covered the 30th anniversary of Star Wars, as well as the 30th anniversary of The Empire Strikes Back property.