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Disney dates Star Wars Force Friday II at retail

Star Wars: The Last Jedi lines to launch on September 1; stores worldwide planning key activity.

Disney and Lucasfilm have confirmed that retailers across the world will launch the first Star Wars: The Last Jedi products from 12.01am on September 1, 2017 – with many planning weekend-long celebrations.

Products will be kept under wraps until the date – dubbed Force Friday II, following the success of the product launch for The Force Awakens in 2015 – although Disney has revealed a first look at the packaging.

It features leading heroes Poe Dameron, Rey and Finn.

We do know that the range will introduce new characters from the movie in toy form, as well as building on the success of products like Sphero’s BB-8, with innovative technology bringing to life the characters and stories in unique ways.

“The first Star Wars Force Friday event was truly unique, uniting fans across five continents in an unprecedented global live unboxing event ahead of thousands of midnight openings at retail,” said Jimmy Pitaro, chairman of Disney Consumer Products and Interactive Media.

“We’re excited to confirm that Star Wars Force Friday is back for The Last Jedi. Plans for this year’s worldwide event are top secret, but expect something befitting the excitement around the next episode of the Star Wars saga.”

Back in 2015, toys from the new The Force Awakens line were revealed via a global live-stream unboxing event that unfolded over 18 hours, 15 different cities and 12 countries, attracting millions of views on YouTube.

Fans took to social media to share their experiences with nearly three billion Twitter impressions about the events, using #ForceFriday.

Jill Wilfert, vp of global licensing and entertainment at The LEGO Group, commented: “It was so much fun to be a part of Star Wars Force Friday, and we can’t wait for fans to join this year’s celebration as we reveal new Star Wars: The Last Jedi products during Force Friday II – a global event that will connect fans and families, and allow them to build, create and share their experiences with others.”

Samantha Lomow, svp at Hasbro, added: “Toys play a unique role in the Star Wars universe, and we’re proud to have been part of that incredible legacy for the past 40 years. The new line for The Last Jedi is our most innovative yet, and we’re excited to unveil it on Force Friday II.”

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