Merchandising for The Phantom Menace (called TPM by fans, or SW:TPM to the purists) was collosal.
Every consumer item that could have a TPM figure on it got one.
While there was much to admire in TPM, there was also, alas, much to deride.
The admirable points are visual - TPM is one of the most visually stunning of the Star Wars movies, from the beautiful Naboo, to the underwater city, to the Queen of Naboo's lavish kimono-style wardrobe.
To date, TPM is the highest grossing Star Wars movie, probably because of the pent-up demand occasioned by the lengthy wait.