Disney Marshals Its Own Empire to Hype New 'Star Wars' Toys
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For “Star Wars” fans, Christmas is coming early this year: on Sept. 4, when the toys tied to Walt Disney Co.’s first film in the space-adventure series go on sale.
Three months before “Star Wars: The Force Awakens” opens in theaters, the company is staking its claim on gift lists, with everything from Captain Phasma action figures to Nerf crossbows and blasters. Disney on Wednesday described plans for events leading up to next week’s “Force Friday.” They include a global unwrapping of “Star Wars” merchandise on YouTube by Disney’s web video unit Maker Studios, and coverage on ABC’s “Good Morning America.” ABC is also part of Walt Disney Co.
If all goes according to plan, fans, many in costumes, will be lining up well before any new Chewbacca masks, lightsabers or red-armed C-3PO action figures go on sale. The products, built around one of the highest-grossing film franchises in history, could help the toy industry score its best growth in more than a decade, according to NPD Group Inc. The researcher predicts the industry’s U.S. retail sales will increase 6.2% to $19.9 billion this year.
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