The word "Ewok" is one of the greatest ever tributes to the power of marketing. It is a universally (or near enough) recognized word, but it never once appears in the original Star Wars trilogy. That's right, the characters never refer to the creatures as Ewoks. The name was first introduced along with the Ewok action figures, and was immediately picked up by the fan base. Likewise, an entire culture and history has been created, along with at least one animated series, for a species who didn't have a name in the movie where they were created. Now that's good marketing.