Star Wars is a multigenerational saga. To look at it from a certain perspective brings with it the nostalgia as everyone who was born in the 70s or 80s has a personal history with Star Wars. However, it is no coincidence that the franchise made it this far, both globally and temporally. Precise strategies have been used throughout its marketing. I took on this project to examine these strategies. This study has three objectives: First, it examines Star Wars as a form of transmedia storytelling and its effect to create global culture, and; second, it focuses on internet memes and their global production and circulation. Lastly, it dissects the marketing strategy for merchandise behind the highly new and popular character "Baby Yoda". While researching, I used marketing and transmedia literature and market research. This research finds that marketing techniques for The Mandalorian (2019-) are linked with nostalgia, that global memes are used for marketing as well, but also that global mélange is on the horizon. I will then conclude by discussing my findings which include how nostalgia marketing is used in Star Wars universe and why this universe keeps expanding. It is very timely that media recently relies heavily on nostalgia marketing.