UPDATE 1-Disney plans midnight ‘Star Wars’ event to unveil ‘Last Jedi’ toys
By Lisa Richwine
LOS ANGELES, Feb 16 (Reuters) – Walt Disney Co and major retailers will release the galaxy’s newest “Star Wars” toys at a Sept. 1 midnight event ahead of the holiday debut of the next film in the saga, “The Last Jedi,” company executives told Reuters.
The marketing push called “Force Friday II” is a sequel to an event Disney used to build buzz for merchandise tied to the 2015 movie “The Force Awakens.”
Star Wars products were a big contributor to the financial success of the series reboot. BB-8 droids, lightsabers and other playthings made “Star Wars” the U.S. toy industry’s top-selling property for 2015 and 2016, with $1.5 billion in sales over the two years, research firm NPD said.
Hasbro Inc cited “Star Wars” sales when it reported its biggest quarterly revenue rise in nearly five years for the December 2015 quarter. Mattel Inc also posted a surprise rise in sales for the same period with help from “Star Wars”-based Hot Wheels toys. And at Disney, licensing income from “Force Awakens” merchandise drove record quarterly operating income in the consumer products unit.
Force Friday II will begin just after midnight on Sept 1. Lego, Hasbro and others will release the first toys, apparel, books and other…
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