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Disney hits hyperdrive with Star Wars toys marketing

Fans dressed as Star Wars characters shop at a toy store at midnight Friday in Hong Kong, as part of the global event called “Force Friday” to release new Star Wars toys and other merchandise of the new movie “Star Wars: The Force Awakens.” (Associated Press)
Bree Fowler And Ryan Nakashima Associated Press

NEW YORK – 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 named “Force Friday,” spanned all kinds of media and included an 18-hour global “unboxing” streamed live on YouTube. Meanwhile, major toy retailers around the world opened their doors and held special events when the toys first became available just after midnight Friday. Among the first cities was Hong Kong with toy stores open at midnight.

The marketing push behind “Star Wars: Episode VII - The Force Awakens” is unique because it’s so far ahead of the movie’s U.S. release, 116 days to be exact. But analysts say it can work because Star Wars is such a popular franchise.

“It’s pretty rare, but in the age of social media, you can get those characters out and create buzz around these things in ways that you couldn’t in the past,” said Steve Pasierb, CEO of the Toy Industry Association. “There’s something easy to tap into, which is the Star Wars mystique which is some 30 years old.”

Industry analysts at PiperJaffrey say they expect some $3 billion worth of Star Wars merchandise will be sold this year and that sales next year could be even larger.

Even in a non-movie year, Star Wars merchandise has consistently sold well – $2 billion annually around the world, according to Pasierb. So it’s not so far-fetched that Disney will exceed that in the publicity-blitz-filled weeks ahead of the premiere of the first Star Wars movie in 10 years.

Walt Disney Co. is fanning the flames of its Lucasfilm unit by making special use of the network of YouTube talent it acquired when it bought Maker Studios for upward of $500 million last year. It arranged for 14 Maker stars around the globe to open new merchandise in live Web videos starting Wednesday afternoon. The event included a splashy special appearance Thursday morning on “Good Morning America,” the variety news program of Disney-owned ABC.

Toy makers both big and small geared up for a big rush Friday, then will again for another wave of sales as the holiday shopping season gets going and the movie’s Dec. 18 release date draws closer.

Hasbro Inc. planned to unveil more than 100 different items Friday.

“There’s a new generation of boys and girls who are going to be brought in who may not even be aware of Star Wars yet,” said Joe Ninivaggi, Hasbro’s senior brand manager for Star Wars.

Unveiled Thursday, the BB-8 had generated buzz by Friday morning. Numerous videos were posted to Twitter and the droid was featured prominently in “Force Friday” email ads from retailers such as Bed Bath & Beyond Inc. and Barnes & Noble Inc.

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. It’s yours for $180.