To ensure the marketing force is strong with the much-awaited Star Wars: The Force Awakens, Disney is holding what it calls the worldâ€™s first-ever â€œglobal live toy unboxing eventâ€ on Sept. 4.
The livestreamed event will last over 18 hours, during which time Disney will display a new suite of Star Wars toys in an event dubbed â€œForce Friday.â€ It will start off in Sydney on Sept. 3 at 7:45 a.m. local time before rolling through other cities, each the site of the unboxing of a new Star Wars toy by popular toy unboxers, gamers and hardcore fans.
The entire launch schedule can be viewed on Disneyâ€™s website.
â€œStar Wars toys have always played an important role in how our fans interact with the Saga,â€ Lucasfilm President Kathleen Kennedy said in a company statement. â€œTheyâ€™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.â€
Star Wars: The Force Awakens is expected to be one of the biggest movies of all time, with analysts and industry experts estimating the film could earn as much as $3 billion from the global box office, which would top Avatar as the highest-grossing movie ever. Merchandise sales from toys and apparel linked to the film could also reach $3 billion annually.
The movie will be released in U.S. theaters on Dec. 18.