The president of Lucas Licensing, Howard Roffman, has said that new technology, such as animation and 3D, are crucial to keeping the classic Star Wars brand fresh.
Roffman was speaking as part of The Big Interview in the Licensing Academy at BLE.
Being quizzed by the editor in chief of Empire magazine, Mark Dinning, Roffman also revealed that the rumoured Star Wars animated TV comedy series will premiere within the next two years.
Lucasfilm is working closely with US comedian Seth Green - from Family Guy and Austin Powers fame - to finalise the series.
"Lucasfilm knows that to keep the brand fresh and exciting for both new and existing fans, we must look for new ideas," Roffman said. "For example, the Clone Wars TV series has been an exciting new chapter for the Star Wars brand.
"The changing nature of technology has also opened many doors. In 2011 we launched blu-ray versions of all six films and in February 2012 we will launch a 3D version of Star Wars: The Phantom Menace in cinemas worldwide, as we aim to reach a third generation of fans."
Roffman continued: "The new animated Star Wars comedy series with Seth Green is a product of Lucasfilm's focus on continued innovation. I remember showing George the French & Saunders parody of The Phantom Menace with trepidation in my heart, but I don't think I have ever seen him laugh that hard.
"Lucasfilm has never been more prolific. We are in one of the most exciting phases of Star Wars' 34-year history."