More toys to accompany the action figures could be created, allowing for vehicles, accessories and play-sets, which were too big or expensive to create at a 12" Action Man scale. The investment in production was lower and this passed down to consumer level too, allowing a greater level of affordability. Star Wars toys were designed by Kenner, a US based toy company also owned by General Mills, who allowed Palitoy the rights to distribute Star Wars in the UK.