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I'm still not entirely sure what this is...
These are Star Wars Trading Cards. They're like Sports cards, including cards with characters and their story on the back, as well as special collectible inserts. Card packs are randomly assorted, and the special inserts have different ratios of attainability (ex : In a box of, say, 30 packs one type of insert may only appear in 1:40 packs, or 1:24 packs). These are for people who are all about collecting, as there's no guarantee you'll complete your set with one box, this being the normal cards alone. Getting special variants and inserts will require trading, which is the exact premise of these kind of cards.
Collectible Trading Cards. They're great if you're a willing fan or a freak for the Trading Card scene, a big enough fan, and possibly willing to go to great lengths to obtain and complete your collection.