NEW YORK — The release of the new Star Wars movie may still be months off, but Disney is unleashing its full marketing "Force" behind the launch of hundreds of toys and other items related to the film.
The massive marketing blitz, which Disney has named "Force Friday," spans all kinds of media and included an 18-hour global "unboxing" streamed live on YouTube. Meanwhile, major toy retailers planned to be open and hold special events when the toys first became available just after midnight Friday.
The marketing push behind "Star Wars: Episode VII - The Force Awakens," is unique because it's so far ahead of the movie's U.S. release, 116 days to be exact. But analysts say it can work because Star Wars is such a popular franchise.