Top Brands to Promote Star WarsTop Brands to Promote Star Wars

CoverGirl, General Mills and Verizon among the companies that will create campaigns.

Lucasfilm is collaborating with CoverGirl and Max Factor, Duracell, automaker FCA U.S., General Mills, HP, Subway and Verizon for a slate of expansive promotional campaigns for Star Wars: The Force Awakens, opening in theaters Dec. 18.

In support of the upcoming film, each company has developed custom creative campaigns and activations for their target audiences.

"We are thrilled to be working with such a stellar roster of promotional partners," says Lynwen Brennan, general manager, Lucasfilm. "The Star Wars brand has endured over the years, across generational audiences because it connects with people in a very special way. Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience Star Wars: The Force Awakens."

Full details on each of the campaigns have not yet been revealed, but several sources report that the collaboration with CoverGirl and Max Factor will include a branded cosmetics line.