Toys “R” Us to Launch New Star Wars Saga Products with Midnight Openings Worldwide

Force Friday ArtworkOn September 4, aka Force Friday, Toys “R” Us will celebrate the debut of toys based on the next chapter of the Star Wars saga, Star Wars: Episode VII—The Force Awakens. Toys “R” Us locations worldwide, as well as, will transform into Destination: Star Wars with hundreds of new products, including those available exclusively at Toys “R” Us. Toys “R” Us stores around the globe will be opening their doors at 12:01 a.m., providing customers with the opportunity to be the first to purchase the new Star Wars merchandise.

Families attending the midnight opening events will have the chance to receive special giveaways, including a limited edition LEGO Star Wars commemorative brick and an exclusive Star Wars poster. The biggest midnight opening celebration will take place at the company’s flagship store in New York City, Toys “R” Us Times Square, where fans are encouraged to come dressed as their favorite Star Wars characters and take part in dozens of activities designed for Star Wars aficionados.

With operations in 38 countries, Toys “R” Us will also be opening locations in Australia, Canada, China, France, Germany, Japan, Poland, Portugal, Spain, and the U.K. on September 4 at 12:01 a.m. The first customers to line up for the product debut will receive Star Wars giveaways, including an exclusive poster, as well as the chance to be among the first to purchase exclusive Star Wars merchandise in dedicated front-of-store feature shops.

Leading up to Force Friday, stores in each of these countries will count down the minutes with digital clocks, as well as Star Wars-themed microsites on each of their respective e-commerce pages. Social media users will be able to follow the company’s worldwide midnight openings on each country’s social media channels, as well as using Toys “R” Us’ U.S. Twitter channel, @Toysrus.

Beginning on Force Friday, dedicated Star Wars feature shops—showcasing a combination of figures, construction sets, accessories, and more—will be found at the front of all Toys “R” Us stores nationwide. They will include updated countdown clocks reset to tick off the minutes to the release of Star Wars: Episode VII—The Force Awakens.

Updated August 6, 2015

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.