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TOYS“R”US: NEW STAR WARS PRODUCTS LAUNCH ON SEPTEMBER 4 FORCE FRIDAY

By David Harris (Razor)

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September 4th (Force Friday) is rapidly approaching, and with it, an all new Star Wars product launch from Toys”R”Us. In their official press release, Toys”R”us has announced details regarding the event that will kick-off at midnight on September 4.

Toys“R”Us® is going into hyperdrive and preparing an out-of-this-galaxy, global celebration for the upcoming debut of toys based on the next chapter of the Star Wars™ Saga at 12:01amon Force Friday, September 4. Counting down to the highly anticipated toy launch and this fall’s new theatrical release, Toys“R”Us stores worldwide and Toysrus.com have transformed into Destination: Star Wars, every fan’s retail source for The Force with hundreds of new products, including those only available at Toys“R”Us.

On Force Friday, Toys“R”Us stores around the globe will open their doors for special midnight opening festivities, providing customers of all ages the opportunity to be among the first to purchase must-have merchandise, receive exclusive giveaways and immerse themselves in all things Star Wars. The company’s international flagship store, Toys“R”Us Times Square in New York City, will host a historic Star Wars toy exhibition leading up to the grandest midnight opening celebration of all, welcoming legions of eager fans with costumed characters, signing events, giveaways and more all day on Thursday, September 3.

Richard Barry, Executive Vice President, Global Chief Merchandising Officer, Toys“R”Us, Inc. had this to say:

"“Since the introduction of the first Star Wars toy in 1977, Toys“R”Us has served as the ultimate destination for Star Wars playthings, providing millions of kids and collectors worldwide with their most beloved memorabilia. Since then, Star Wars has become a time-honored franchise with loyal fan interest, making it a perennial, top-selling licensed property. With the upcoming introduction of the new Star Wars toy line, we’re excited to welcome the next generation of fans into our stores around the world with exclusive products, special events, feature shops and giveaways.”"

Toys”R”Us has operations in 38 countries, and has plans for fans of Star Wars to share in this experience worldwide. At 12:01 am September 4, (Force Friday), Toys“R”Us locations in Australia, Canada, China, France, Germany, Japan, Poland, Portugal, Spain and the U.K, will open their doors. The first customers in line for the Star Wars product debut will receive exclusive Star Wars giveaways, including a poster, as well as the chance to be among the first to purchase Star Wars merchandise in what they are calling “dedicated front-of-store feature shops”.

Toys”R”Us stores will also count down the minutes to the midnight event, for Force Friday. There will also be Star Wars-themed “microsites” on each site. Social media users can follow the company’s worldwide midnight openings on each country’s social media channels, as well as via the Toys“R”Us Twitter handle —  @Toysrus using the hashtag #DestinationStarWars.

When the clock strikes 12:01am on September 4, all Toys“R”Us stores in the U.S. will open their doors, giving customers the opportunity to be among the first to purchase hundreds of new Star Wars playthings, including a wide variety of merchandise they can’t find anywhere else.* As an added bonus, little Jedi Knights and their families attending midnight opening events will have the chance to receive special giveaways, including a limited edition LEGO® Star Wars Commemorative Brick and an exclusive Star Wars poster, while supplies last.** Also at midnight on Force Friday, shoppers will be able to browse and purchase the new products online at Toysrus.com/StarWars.

This will all culminate in a huge event in New York City at Times Square:

The biggest midnight opening celebration will take place at the company’s international flagship store in New York City, Toys“R”Us Times Square, where fans of all ages are encouraged to come dressed as their favorite Star Wars character and take part in dozens of one-of-a-kind activities designed especially for Star Wars aficionados.

The party will start early with a special exhibition featuring prototypes, originals and early editions of some of the best-known Star Wars toys in the world, curated by Rancho Obi-Wan, Inc., a non-profit museum that houses the Guinness World Record-certified largest collection of Star Wars memorabilia. Presented prominently throughout the store, “Destination: Star Wars – The Experience,” will be on display from Wednesday, August 26 through Monday, September 7 and will feature dozens of notable collectibles based on all six feature films from the Star Wars Saga, including the original first four mail-away action figures from 1978, a large-sized Chewbacca figure in never publicly-released The Empire Strikes Back packaging from Kenner Products and a rare 2003 LEGO Star Wars Cloud City building set.

The adventure kicks into high gear on Thursday, September 3, when the store hosts Star Wars activities throughout the day, beginning at 9 am, including:

  • A book signing and meet and greet with Steve Sansweet, Chief Executive Officer and President of Rancho Obi-Wan, Inc., storied Star Wars author and former Head of Fan Relations and Director of Content Management at Lucasfilm Ltd.
  • An art class and meet and greet with fan-favorite Star Wars and science fiction artist, Jeff Carlisle.
  • Star Wars product demonstrations and activations throughout the store, including Star Wars-themed 3-D action figure creation with 3D Plus Me, video gaming on Disney Infinity 3.0 Star Wars kiosks and experiencing intergalactic sound on Star Wars-themed headphones powered by SMS Audio.
  • A LEGO Star Wars make and take for rebels looking to build their toy empire brick by brick.
  • A Light Saber Academy with members of New York Jedi, a community of cosplayers, martial artists and teachers who share practical stage combat techniques oriented toward Light Sabers.
  • Photo opportunities with costumed characters, including Furbacca, a character versioned after the Hasbro® toy that makes wookiee sounds like CHEWBACCA, Geoffrey the Giraffe and more.
  • Ice cream flavors inspired by the Star Wars Saga from Scoops“R”Us™, the flagship store’s in-house ice cream shop located on the Lower Level.
  • Star Wars-themed cookie decorating at a “Wookiee” Cookie Party on Level 1.
  • Special giveaways for the first fans in line, including a Collector’s Edition LEGO Star Wars Commemorative Brick, an exclusive, limited edition Star Wars poster and a Star Wars Character Flashlight from JAKKS Pacific.***
  • Star Wars trivia, a costume contest and a galaxy of excitement and prizes, while supplies last, for those fanatics waiting in line.
  • A panel discussion with Steve Sansweet and Jeff Carlisle for select lucky fans, which will also be livestreamed via Periscope @Toysrus on Twitter.
  • The ultimate unveiling of the official Toys“R”Us Times Square Star Wars feature shop at 12:01 am on Force Friday, September 4.

Stay tuned to Dork Side of the Force, as we will be bringing you all the details of the Toys”R”Us event from the livestream, on September 4, Force Friday.

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