A bit of both.

If a paper false blu-Ray set was designed (with all the ingredients we want in it) which could be downloaded from a site and printed off, it could either be sent off, or a token within it could, pledging to purchase the set when Lucas makes it (or at least something acceptably resembling it).

Does that make sense?

We have people designing alternate DVD and Blu-Ray covers.

There are sites offering Star Wars paper art to download.

Combining those skills with a desired aim, while tipping a hat to a bit of Star Wars merchandising history.