Toys “R” Us gears up for Force Friday II

Force Friday II is set to kick off at Toys "R" Us locations across the US and at select stores around the world at 12:01 a.m. on September 1.
August 25, 2017

Star Wars fans will once again be flocking to Toys “R” Us locations across the US and at select stores around the world at 12:01 a.m. on September 1 to get their hands on all-new products based on Star Wars: The Last Jedi, which hits theaters on December 15.

Force Friday II’s special midnight events will feature hundreds of new Star Wars items including Radio Flyer’s Toys “R” Us exclusive Luke Skywalker’s Landspeeder (pictured).

The events will also serve up special giveaways including t-shirts and an exclusive collectible Star Wars: The Last Jedi poster. New merch will also be available from 12:01 a.m. online at

The events will coincide with Disney’s newly announced augmented reality retail experience that will hit 20,000 stores across 30 countries. Dubbed Find the Force, the Pok√©mon GO-inspired three-day challenge will see fans use the Star Wars app and special Find the Force graphic in-store logos to unlock AR versions of some of their favorite Star Wars characters.

The first Force Friday launched in September 2015 prior to Star Wars: The Force Awakens. The worldwide promotional stunt united fans in an 18-hour live unboxing event to reveal the new toys, which went on to make Star Wars the top toy property in the US for 2015 and 2016, according to market research firm The NPD Group.

More information around Force Friday II, the midnight celebrations and the AR treasure hunt can be found at the Toys “R” Us corporate blog, No Assembly Required and by visiting

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Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at



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