Disney unveils Star Wars toys amid marketing blitz
NEW YORK (AP) — The release of the new Star Wars movie may still be months off, but Disney is unleashing its full marketing "Force" behind the launch of hundreds of toys and other items related to the film.
The massive marketing blitz, which Disney has named "Force Friday," spans all kinds of media and included an 18-hour global "unboxing" streamed live on YouTube.
[...] major toy retailers around the world opened their doors and held special events when the toys first became available just after midnight Friday.
Leaked images of action figures of characters that have not even hit the big screen — like Sarco Plank, some kind of alien desert nomad that has only been glimpsed in a Vanity Fair on-set shoot — are only likely to fuel consumer demand, says Steve Pasierb, CEO of the Toy Industry Association.
The event included a splashy special appearance Thursday morning on "Good Morning America," the variety news program of Disney-owned ABC.
Other toys coming out include Toronto-based Spin Master Corp.'s "Legendary Yoda," a 16-inch version of the Jedi Master that boasts lifelike movements and voice recognition.
While most of the people buying Friday will be the die-hard collectors who have to have the hot items first, sales momentum will continue into the holiday shopping season as nostalgic parents introduce a new generation of kids to Star Wars, says Rob Maigret, Sphero's chief creative officer.