Which film franchise pioneered the modern movie merchandising model by negotiating rights to keep 100% of licensing revenue instead of an upfront salary for its creator?

The film industry doesn't just make money at the box office - merchandising can sometimes generate more revenue than the actual movie! This trivia question explores the fascinating world of film retail strategies and how studios transform their intellectual property into lucrative product lines. Test your knowledge about one of Hollywood's most successful merchandise campaigns!

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Star Wars (George Lucas famously kept merchandising rights instead of a higher director's fee)
James Bond (Cubby Broccoli secured total merchandise control in the original Fleming deal)
Harry Potter (J.K. Rowling retained full merchandising rights in her initial book-to-film contract)
Marvel Cinematic Universe (Stan Lee negotiated complete merchandise control in the 1990s)