starwars_V1_2015
Consumer Products

Star Wars adds to licensing force

Disney-owned Lucasfilm is teaming up with seven A-list partners as part of a far-reaching global promo campaign for Star Wars: The Force Awakens, which hits US theaters December 18.
August 14, 2015

Disney-owned Lucasfilm is teaming up with seven A-list partners as part of a far-reaching global promo campaign for Star Wars: The Force Awakens, which hits US theaters December 18.

Each promotional partner—Cover Girl & Max Factor, Duracell, FCA US, General Mills, HP, Subway, Verizon—has developed creative campaigns and innovative programs for fans to engage with their favorite characters off-screen.

This group joins a host of  top-tier consumer products licensees already in on the Star Wars action, including Disney Publishing Worldwide, Hasbro, The LEGO Group, Mattel, Jakks Pacific and Rubies.

In addition, TRU, which launched a year-long Star Wars campaign in May, will officially begin selling toys based on the movie on September 4, aka Force Friday. Special events and festivities are planned at TRU locations worldwide, including the company’s flagship Times Square store in NYC.

J.J. Abrams is producing the seventh installment in the epic Star Wars saga, which stars Harrison Ford (Han Solo), Mark Hamill (Luke Skywalker) and Carrie Fisher (Princess Leia). The film is set 30 years after Star Wars Episode VI: Return of the Jedi, which was released in 1983.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at pcallan@brunico.com.

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