Its the light sabers, and the Wookies, and the space ships, dont forget Harrison Ford. Or Jabba the Hut.
It just the whole thing man!!!
And now I have to have a Star Wars marathon, again. Bring on the popcorn.
It's a much better done space fantasy than Star Trek... all of the cool aliens, much better fighting, an awesome love story (without being mushy), magic, epic good vs. evil.
And no pretentious bullshit of 'oh, we're so advanced we have no need of money and shall not interfere with other civilizations' getting in the way.
It's much more human than Trek, you can really "get into" the characters. You can feel why Han would stay for Leia or why Luke would freak out when Vader claims to be his father and be pissed off at Obi-wan. It's a relatively well told, classic story.
I also agree with Annaevilred and Ruth. Star Wars is just awesome (but not anything that came after Return of the Jedi, and that one is the least good of the original 3) and I developed my first crush on Han Solo. Because, Han Solo is just super cool and also awesome.
However, I do have to disagree with wookie a bit about Star Trek--I love that almost as much as Star Wars. For completely different reasons that I'm equally unable to articulate other than it's also just fucking awesome. I don't think they need to be put in competition with each other, because they tell completely different stories.
First, time and place. It was groundbreaking for it's time. It was also one of the first mass marketed blockbusters. It wasn't just the movies, but all of the toys that gave us the ability to play the movie over and over again.
But the original trilogy had more than just amazing special effects--they were truly about a hero's journey. An ordinary boy who learns that he's extraordinary. Any one of us could have been Luke Skywalker, plucked out of our everyday lives and plunged into a world of adventure, aliens, robots and cool ships.
Sadly, this is what the prequels miss. But by now it's so pervasive that it's hard to ignore. I do think that kids today get into it because of their parents. The Lego games certainly help. And the continued abundance of toys.
Today The Miniature and I spent several hours at at this: http://www.pacsci.org/starwars/exhibitoverview.html and we didn't even get through the whole thing. It. Was. Awesome! We build a model maglev train out of an electromagnet, regular magnets and legos. Lots of cool exhibits and hands on stuff teaching about robotics (one cool thing where we tried to make a robot walk by controlling every tiny movement of it's legs - much harder than it sounds).
We're going back soon.