18-hour online broadcast will see toys 'unboxed' live.
The product line for Star Wars: The Force Awakens will be revealed in a first-of-its-kind live global toy "unboxing" event that will unfold over 18 hours in 15 cities and 12 countries.
Lucasfilm, Disney Consumer Products and Interactive Media and Disney's digital content network Maker Studios are coordinating the event.
“Star Wars toys have always played an important role in how our fans interact with the Saga,” says Kathleen Kennedy, president, Lucasfilm. “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 Sept. 3, and continuing through Asia, Europe, Canada and North and South America, selections from the new toy line will debut in a series of unboxing videos, leading up to the Force Friday retail event Sept. 4., which will see retailers around the globe open their doors at midnight for the toy launch.
The Star Wars YouTube channel will host the live stream, which will feature talent from Maker Studios and other online personalities as they give fans their first look at film-inspired toys. Among the talent that will be featured are traditional toy unboxers such as EvanTubeHD, channels featuring families such as Bratayley, lifehack specialists such as ExpCaseros, gamers such as AlexBy11 and Star Wars fans from around the world, including Chris Pirillo.
“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,” says 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.”
Several countries will join the live stream from YouTube Spaces in Berlin, Tokyo and London, with Star Wars commentators Anthony Carboni and Andi Gutierrez hosting the 18-hour event from the YouTube Space in Los Angeles, Calif.
“We’re excited to be part of this first-of-its-kind initiative,” says Chris M. Williams, chief audience officer, Maker Studios. “The unboxing world continues to expand rapidly as audiences around the world connect with digital creators who share their passions. This shared fandom helps attract billions of monthly views and consistently puts the genre at the top of the YouTube charts.”
The global celebration will culminate at midnight local time around the world, when retailers, including select Disney Stores, will open their doors offering fans Star Wars: The Force Awakens toys, collectibles, books, apparel and more for the first time. The full schedule of global unveilings as well a list of participating retail locations can be found at www.StarWars.com.