released a catalog of its planned offerings for the event. Online leaks confirmed the existence of action figures for major new characters in the film, such as Finn and Rey, as well as bobbleheads of these characters and others like BB-8 and Kylo Ren. In addition to in-store events, merchandise was also offered simultaneously online at retailers such the Disney Store and. Walmart also participated in the event, offering an exclusive Star Wars collectible that was previewed at Comic Con. As part of its event, Toys "R" Us held a contest with the winner offered an exclusive "Midnight Madness VIP Shopping Spree." The winner was Thomas Burns of Jacksonville, Florida. Visitors received a free Star Wars: The Force Awakens poster. Toys "R" Us also confirmed its participation in Force Friday, being held at all of its locations in the United States with the sole exception of stores located in Paramus, New Jersey. Īs part of its marketing initiative, The Walt Disney Company partnered with nine major brands: Covergirl & Max Factor, Duracell, FCA US, Pottery Barn Kids, General Mills, HP, Subway and Verizon. The event was a celebration of the release of Star Wars: Episode VII The Force Awakens and features the release of the film's toy and action-figure line, a number of new novels and reference books that are part of the Journey to Star Wars: The Force Awakens initiative, and other merchandise such as cosmetics. The original Force Friday event was held on September 4, 2015.
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