Star Wars fans save the date. Lucasfilm has officially announced Force Friday II to celebrate Star Wars: The Last Jedi. Toys, collectibles, books, apparel and more will go on sale beginning at 12:01 a.m. on 1st September.
“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,” says Jimmy Pitaro, Chairman, 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 world-wide event are top secret but expect something befitting the excitement around the next episode of the Star Wars saga.”
The original Force Friday in 2015, promoting Star Wars: The Force Awakens, was a merchandising success. Making Sphero's BB-8 the must-have toy that holiday season.
Jill Wilfert, Vice President of global licensing and entertainment from The LEGO Group comments, “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.”
Kenner's action figures were synonymous with the launch of Star Wars in 1977. So, it's no surprise the company's successor, Hasbro, has a pivotal role to play in Force Friday II.
“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 forty years. The new line for ‘The Last Jedi’ is our most innovative yet, and we’re excited to unveil it on Force Friday II,” said Samantha Lomow, Senior Vice President at Hasbro.
The new packaging, unveiled to promote Force Friday II, showcases the heroes and gives fans a first look at Poe Dameron, Rey and Finn in Star Wars: The Last Jedi.