Disney’s new Star Wars promotion jumps to light speed

Running for a full year, Power the Force will see key licensees like Hasbro, Jazwares and The LEGO Group release products designed to bring new padawans into the Star Wars fandom.
January 27, 2025

Disney is supercharging the Star Wars universe in 2025 with the launch of a year-long consumer products campaign called Power the Force. 

Key licensees including Hasbro, Jazwares, Funko, Bandai Namco, Topps and The LEGO Group are lined up to release new products throughout the year that are designed to further engage the iconic brand’s multi-generational audience, and also to bring new fans into the franchise experience.

Three SKUs that will headline the first leg of the campaign were revealed today: Hasbro’s 11-inch line of Action Mech Force Suits (Darth Vader, Mandalorian and Stormtrooper); a range of glow-in-the-dark POP! collectibles from Funko (Kylo Ren and Clone Troopers); and two RockLove AT-AT and AT-ST necklaces. 

Throughout the year, Disney will introduce new Star Wars marketing activations ranging from partnerships with influencers on social media campaigns, to theatrical anniversary film screenings, to a Star Wars Celebration fan convention in Japan on April 18. And the company is also planning a Star Wars Kids YouTube channel revamp this year, although details remain sparse as of press time. The channel currently boasts 341,000 subscribers and features content from LEGO Star Wars: Rebuild the Galaxy (pictured), Star Wars Young Jedi Adventures and Star Wars: Jedi Temple Challenge.

 

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