STEVEN SPIELBERG’S MASTERPIECE JAWS WAS NOT ONLY A MONSTER SUCCESS AT THE BOX OFFICE IN 1975, it was an enormous hit for retailers as well. Hundreds of products (both licensed and unlicensed) were marketed in the wake of the film’s opening: T-shirts, model kits, a game, jigsaw puzzles, posters, beach towels, rubber sharks, a soundtrack album of John Williams’ score, neckties, jewellery, socks, drinking cups, water pistols, tie-in books, iron-on patches and even a children’s Halloween costume. Many of these items were adorned with the iconic paperback/poster artwork (painted by prolific artist Roger Kastel) of a gigantic shark rising from the deep to prey on a female swimmer.
Though there had certainly been items produced for TV shows and movies before (The Munsters, The Addams Family, Batman, Dark Shadows, Star…