As Rovio Entertainment and Lucasfilm gear up for the Nov. 8 debut of the new “Angry Birds Star Wars” mobile game, Toys ‘R’ Us and Hasbro are working hard to prep store shelves.
Toys ‘R’ Us will serve as the ultimate retail destination for the cross-over game with new lines of plush, board games, launchers and more from the brand’s master toy Hasbro and other partners.
Hasbro’s offerings include original games for the new mobile app, as well as co-branded games that integrate its Jenga and Koosh brands.
“We've developed a selection of innovative toys and games featuring Angry Birds Star Wars that delivers new ways to play for fans of these two great franchises," says John Frascotti, chief marketing officer, Hasbro. “We’re proud of our heritage of delivering Star Wars toys that have entertained generations of kids, and we’re excited to offer fans of both Star Wars and Angry Birds the opportunity to experience their favorite characters and icons in exhilarating new ways.”
The new toy range features a variety of battle games including the At-At Attack battle game, a range of Jenga co-branded games such as the Jenga Death Star game and a series of Koosh/Angry Birds Star Wars launchers and play sets.
Toys ‘R’ Us will also carry an assortment of Angry Bird Star Wars plush from Commonwealth.
Toys ‘R’ Us stores across the U.S. will dedicate prominent space to the new product lines throughout the holiday season, and the retailer has named Hasbro’s Angry Birds Star Wars Jenga Death Star to its list of 2012 Holiday Toy Trends.
“For decades, products based on the Star Wars franchise have been perennial favorites at Toys ‘R’ Us, and ever since Angry Birds toys were first introduced two years ago, fans have visited our stores across the country for hands-on, feathered fun,” says Lisa Harnisch, senior vice president, general merchandising manager, TRU. “We know that bringing together the critically acclaimed Angry Birds app with the epic space franchise of Star Wars offers irresistible appeal, and we’re thrilled to bring the combination of the two properties to life through toys, games and other great products.”