Star Wars: The Force Awakens products are set to be unveiled in the world’s first-ever global live toy unboxing event. Unfolding over 18 hours in 15 cities and 12 countries, the event will see highlights from the range of epic merchandise revealed in a rolling New Year’s Eve style celebration featuring top digital stars from the Maker Studios network.
“Star Wars toys have always played an important role in how our fans interact with the Saga,” says Lucasfilm President Kathleen Kennedy. “They’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.”
Kicking off in Sydney, Australia on the morning of September 3, and continuing through Asia, Europe, Canada, and North & South America, selections from the new toy line will debut to global fanfare leading up to retailers around the globe opening their doors at midnight.
“Over the course of 18 hours, some of Maker Studios’ biggest stars will each be unboxing a new toy from the Star Wars: The Force Awakens product line in a different city around the world and sharing the experience live on YouTube.” said Leslie Ferraro, President, Disney Consumer Products. “We’ve seen tremendous excitement for these new products and can’t wait to see the global reaction from the Star Wars fan community.”
The Star Wars YouTube channel will host the live stream, which kicks off with the first unboxing in Sydney, Australia at 7:45 a.m. local time on Thursday, Sept. 3 (5:45 p.m. EDT on Wednesday, Sept. 2), with the grand finale at Lucasfilm in San Francisco at 8 a.m. PDT (11 a.m. EDT) on Thursday, Sept. 3. Each of the 15 locations will reveal a new product inspired by Star Wars: The Force Awakens.
These “unboxing” videos will feature online personalities sharing the excitement of opening the new Star Wars: The Force Awakens toys. Unboxing videos overall have captivated millions of Internet viewers and continue to grow in popularity. Eighteen of the top 100 most viewed YouTube Channels worldwide are dedicated to toys and toy unboxings. These 18 channels accounted for 8.1 billion views in Q1 2015.
South Africa is getting into the action too!
Happening now until 7 September, visitors to Sandton City in Johannesburg and Canal Walk in Cape Town, will be able take a trip through the Star Wars™ universe that will showcase art gallery installations of some of the most iconic moments from the six Star Wars™ films. Together with fun facts and behind the scenes details, the installation will also feature some of the iconic Lego® Star Wars™ sets that have captured the imaginations of young (and old) fans alike for decades.
· Sandton City: Mr Price Court (Rivonia Road, Sandton)
· Canal Walk Shopping Centre: Edgars Court (Century City Boulevard, Milnerton)
The Black Box:
Visitors to the exhibition will notice a mysterious black box, situated in the center of the exhibition. As Star Wars: The Force Awakens product is steadily revealed across the globe in celebration of Force Friday (4 September),the black box will be unveiled, showcasing the brand new products and merchandise from Star Wars: The Force Awakens, with information on where South African Star Wars™ fans will be able to get their hands on the product.
Star Wars: The Force Awakens will release globally in cinemas on Friday 18 December 2015. Images and assets available on www.image.net or upon request.
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