The Disney Store officially unveiled the new characters from the Star Wars Tsum Tsum collection. The line is the newest addition to the popular stackable plush toys, which became an overnight sensation when they were first introduced at the Disney Store in Japan in 2013.
The Star Wars Tsum Tsum collection will feature characters from A New Hope, The Empire Strikes Back and Return of the Jedi and will come in three sizes – mini, medium and large. Characters represented in the collection include: Princess Leia, Luke Skywalker, Chewbacca, Han Solo, R2-D2, Jabba the Hutt, Boba Fett, Darth Vader, Yoda, C-3P0, Ewok and Stormtrooper. The collection will be launched exclusively at Disney Store locations – both in-store and online – in the U.S., Japan and Europe on February 16.
Since its debut in 2013, Disney Tsum Tsum has quickly become one of the most successful plush lines in Disney Store history, prompting category expansion into softlines, accessories, home décor and more. Featuring classic and new Disney, Marvel and now Star Wars characters, Disney Tsum Tsum’s whimsical design reinterprets everyone’s favorite characters with a unique Japanese aesthetic.
“With a unique mix of charming design and collectability, Disney Tsum Tsum has solidified its place as one the latest Japanese pop culture crazes to go global, and we’re thrilled to introduce Star Wars characters to this ever-popular line,” said Paul Gainer, executive vice president of Disney Retail. “Disney Tsum Tsum has proven to be a true fan favorite and we look forward to delivering more exciting offerings in the future.”
Similar to the classic Disney and Marvel Tsum Tsum characters currently available, this first collection will serve as the evergreen Star Wars assortment that will live on as future assortments are introduced.
To capitalize on a growing fan base and the product’s collectible nature, Disney Store launched #TsumTsumTuesdays where a new collection of the adorable plush is unveiled the first Tuesday of every month. With the February 16 release of the Star Wars collection, Disney Store will also kick off a new #TsumTsumTuesday release cadence with a new Disney, Marvel or Star Wars Tsum Tsum collection launching on both the first and third Tuesday of every month.
In addition to its success at Disney Store, Disney Tsum Tsum has also seen great momentum moving into mass retail. Beginning with an exclusive launch at Target in 2015, where it has been well received by guests, Disney Tsum Tsum offerings now include collectible toy figures and figural, stackable lip balms. And, new this year, Disney Tsum Tsum can now also be found at a number of other retailers, including Wal-Mart and J.C. Penney.
The free puzzle app – LINE: Disney Tsum Tsum – which was first released in Japan in 2014 and quickly became the #1 free app on both iOS and Android, now boasts more than 50 million downloads worldwide.