×
You will be redirected back to your article in seconds

Disney Sets Massive ‘Star Wars’ Toy Promotion

Walt Disney Co. has unveiled plans for a massive marketing push for toys tied to “Star Wars: The Force Awakens.”

Touted as the world’s first global live toy unboxing event, the Mouse House will launch an 18-hour online marathon starting Sept. 3 that employs YouTube stars opening toy boxes online.

“‘Star Wars’ toys have always played an important role in how our fans interact with the saga,” said Lucasfilm president Kathleen Kennedy. “They’ve inspired multiple generations to relive the experience of the movies and to create new adventures all their own. These spectacular ‘Star Wars: The Force Awakens’ products will continue that tradition.”

The event will start in Sydney, Australia, and continue through Asia, Europe, North America and South America. Retailers around the globe will open their door at midnight on Sept. 4 — dubbed “Force Friday” — to sell the new “Star Wars” merchandise.

The event will also be streamed on Disney-owned ABC’s website and mobile app. “Good Morning America” will broadcast the unboxing live from New York. It will conclude in San Francisco at Lucasfilm.

Disney acquired Maker Studios last year for at least $500 million as a means of reaching younger viewers. The unboxers for the event include Bratayley, ExpCaseros, AlexBy11 and “Star Wars” fans from around the world.

Popular on Variety

Disney noted that 18 of the top 100 most viewed YouTube channels worldwide are dedicated to toys and toy unboxings, accounting for 8.1 billion views in the first quarter.

“We’re excited to be part of this first-of-its-kind initiative,” said Chris M. Williams, chief audience officer at Maker Studios. “The unboxing world continues to expand rapidly as audiences around the world connect with digital creators who share their passions. This shared fandom helps attract billions of monthly views and consistently puts the genre at the top of the YouTube charts.”

More Film

  • Harriet Movie BTS

    How the Three-Part Arc Helped 'Harriet' Editor Wyatt Smith in the Editing Room

    It has taken us until 2019 to have a film about Araminta “Minty” Ross. Better known in history as Harriet Tubman. In Kasi Lemmons’ new film “Harriet,” the story breaks away from the typical slave narrative of an upward journey. Rather, we get a story that delves into the woman, her humanity and inspirational life. [...]

  • Awkwafina Jumanji Next Level Premiere

    'The Farewell's' Awkwafina on Her First Golden Globe Nomination, Female Director Snubs

    Awkwafina just might’ve had her best Monday ever. Shortly after 5 a.m., the Hollywood Foreign Press Assn. announced that she’d earned her first Golden Globe nomination (as best actress in a motion picture – musical or comedy) for her performance in “The Farewell.” But she didn’t have a ton of time to celebrate, since she [...]

  • Bhumi Pednekar

    IFFAM-Variety's Asian Stars: Up Next Program is Helping Talent Cross Over

    Eight young stars accepted the “Asian Stars: Up Next” award on Tuesday intended to recognize and promote Asian on-screen talent who have established themselves in their home market but have the potential to cross borders onto the global stage. The awards are issued by the International Film Festival & Awards Macao and Variety, and were [...]

  • Mo'Nique

    Mo'Nique to Play 'Badass Black Woman' in New Film 'Mother Trucker'

    Mo’Nique has signed on for the lead role in the independent action-adventure “Mother Trucker.” The movie is written by J. Oyer Tomas, former HBO executive producer, and set during the Congressional impeachment hearings to remove President Richard Nixon from office. Nixon resigned in 1974. Mo’Nique will portray a mother, struggling with anger management issues, who [...]

  • Bellbird review

    Macao Film Review: 'Bellbird'

    Mild, mellow and as life-affirming as a soft fall of springtime New Zealand rain, Hamish Bennett’s charming if overfamiliar debut feature “Bellbird” — so named after a species of avian indigenous to the region, which Captain Cook reportedly described as having a song “like small bells, exquisitely tuned” — is a fondly bittersweet tribute to [...]

  • Wisdom Tooth

    Macao Film Review: 'Wisdom Tooth'

    Slippery and surprising, full of odd details and insights, and leaching significant visual and thematic texture from its unusual setting, Liang Ming’s “Wisdom Tooth” must be one of the year’s most remarkable debuts. Set in a depressed Chinese fishing town close to the Korean border during the first snow flurries of winter, the film is [...]

More From Our Brands

Access exclusive content