The Walt Disney Company has taken over the Empire State Building in New York City this weekend as it marches toward May 4, announcing new licensees, partnerships and products to kick start the celebration.

Ben Roberts, Content Director

March 22, 2024

5 Min Read
Darth Maul Hilt Lightsaber, Disney Consumer Products, Lucasfilm
Darth Maul Hilt LightsaberDisney Consumer Products, Lucasfilm

From March 21 to April 29, Disney Consumer Products and Lucasfilm will celebrate the launch of the “March to May” campaign, announcing new licensees and unveiling consumer products, toys, accessories and apparel by partners such as Hasbro, Fisher-Price, Loungefly, Citizen Watch, Jazwares and Dairy Farmers of America.  

Disney kicked off the “March to May” Star Wars celebrations by taking over the Empire State Building. The event features themed photo opportunities and a dedicated light and sound show on the landmark building’s exterior.

In addition, Hasbro and Amazon have teamed up to create a Star Wars experience on the first floor of the Empire State Building. The immersive retail experience offers visitors photo opportunities with costumed characters, including Darth Vader, and photo backdrops featuring iconic scenes inspired by the films. Visitors will be able to check out the latest Hasbro Black Series helmets or wield their favorite character’s FX Elite or Kyber Core Lightsaber adult and kid collectibles. The Hasbro and Amazon experience remains open to the public through Saturday, March 23.

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“We’re excited to unveil a broad range of new products for fans of all ages with our extensive roster of licensees and retailers as we all march to May the 4th,” says Paul Southern, senior vice president, global brand commercialization, Lucasfilm, Disney Experiences. “We really brought the power of the Empire to the Empire State Building with this Star Wars takeover, creating a moment only fit for one of the strongest entertainment brands and most enduring franchises in the world.”

Related:‘Star Wars’ – the Brand Saga Continues

To mark the celebrations, License Global looks at just some of the new products on display this weekend:

Citizen Watch 

The Imperial Stormtrooper is a signature of the Star Wars brand, and to celebrate the Galactic Empire’s elite, Disney has extended its brand into Citizen watches with the Star Wars Citizen Imperial Stormtrooper watch. Sustainably powered by Citizen’s Eco-Drive technology, the watch dial features three white “Buckethead” helmets on a deep black background, overlaid with a grid pattern to create a 3D effect and luminous numeric markings in a Star Wars-inspired font. The watch itself is a black ion-plated metal with white detailing.

Star Wars Citizen Imperial Stormtrooper watch

The Phantom Menace: 25-Year Anniversary Collection 

To help celebrate the 25-year anniversary of “Star Wars: The Phantom Menace,” a new collection is arriving themed toward the movie’s antagonist, Darth Maul. Launching on May 4 and available at Disney Store, Walt Disney World Resort and Disneyland Resort, “The Phantom Menace” range features double-bladed lightsabers, collectibles, apparel, accessories and more. For adult collectors, a limited-edition Darth Maul Legacy Lightsaber Hilt comes in a wooden collector’s box with red lighting that plays the “Dual of the Fates” theme when opened. The intricate double-hilt lightsabers – of which only 7,000 will be made available – feature sound effects and red lighting when the blades are attached. 

Darth Maul Hilt Lightsaber

Star Wars: The Black Series 

Hasbro’s Black Series is bringing the villains of Star Wars to collectors with Darth Vader, Grand Admiral Thrawn and General Grievous premium six-inch figure three-pack. Inspired by the characters’ appearances throughout the Star Wars saga, fans and collectors can display these fully articulated figures, featuring premium detail and multiple points of articulation in their collection in the closed-box outer packaging or separately with individual dark side-inspired card backs. The three figures include seven entertainment-inspired accessories, including Darth Vader’s signature red-bladed lightsaber, Grand Admiral Thrawn’s ysalamiri and blaster and four lightsabers for General Grievous to add to his collection. In addition to the Black Series three-pack, Star Wars fans can find the six-inch Baylan Skoll mercenary figure, inspired by the character’s appearance in “Star Wars: Ahsoka.”  

Hasbro Black Series 3-pack

Star Wars Force N’ Telling Vader 

Hasbro’s new licensed product features Darth Vader, allowing kids to tap into the Force and predict their future with the Star Wars Force N’ Telling Vader. The electronic figure with emotive animated eyes is designed to answer yes or no questions with 40 responses consisting of classic Darth Vader quotes and never-before-heard lines.  

Imaginext Darth Vader

Fisher-Price has unveiled a new Imaginext Star Wars Darth Vader Bot for fans of all ages. Over two-feet tall, this interactive robot features kid-controlled action, including a disc launcher, extendable lightsaber and a Force-inspired ball launcher. With lights, sounds and a three-inch stormtrooper diecast character key, the Darth Vader Bot will lead to more announcements for Imaginext and Star Wars throughout the year.

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Star Wars TruMoo Blue Milk 

In a new partnership with Dairy Farmers of America, Disney has expanded into the grocery aisle with a new Star Wars-licensed product, TruMoo Blue Milk. This 1% low-fat milk features a natural vanilla flavor and a blue color to capture the food and beverage market. 

Star Wars Apparel and Accessories

Disney Store’s Sands of Tatooine collection features jerseys depicting the desert planet’s dusty sky with Star Wars lettering on the back and detailed, Tatooine-inspired backpacks by Loungefly. A dedicated May the Fourth collection also features franchise classics such as C-3P0, R2-D2, Boba Fett and more across apparel, accessories and homeware. A dedicated licensed range with artist, Will Gay, brings his signature illustrated style to life with characters from across the universe in varied product ranges.

Disney Store’s Sands of Tatooine collection

Celebrating an Empire 

The Walt Disney Company kicked off celebrations March 21-23 by lighting up the Empire State Building with videos, lights and sounds introduced by Hayden Christensen to celebrate the franchise’s villains.

With more licensee and product announcements due for release across April, License Global will report on the grand reveal in New York City and deliver more details of the “March to May” campaign as they emerge.

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About the Author(s)

Ben Roberts

Content Director, License Global

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