Branding

One pack of Bicycle Playing Cards costs $3.54. 

One pack of Bicycle Playing Cards with a Star Wars theme costs $12.92. 

The eye-popping discrepancy underscores the power of branding. There is basically no difference between the plain Bicycle Playing Cards and the pack with the Star Wars theme. 

Branding really bypasses logic. 

Just think about: The Star Wars cards cost nearly four times more what the plain cards cost. Imagine paying $30,000 for a gray Honda Civic versus paying $120,000 for that same Civic because it had a cool color.