The first Force Friday was back in 2015, and fans all around the world got a first-hand look at all of the new toys and collectibles that will be released from “Star Wars: The Force Awakens”. This year, Disney and Lucasfilm are doing Find the Force during the event, a global augmented reality (AR) taking place today on Force Friday II. This year the event will commemorate the worldwide launch of new products inspired by Star Wars: The Last Jedi. The event also kicks off the toys, and we have our eyes on the BB-9E droid from Sphero ($149 at Amazon).
Today is a big day for the book-series, as Leia: Princess of Alderaan, Phasma, The Power of the Force, Stormtroopers: Beyond the Armor, The Legends of Luke Skywalker, The Rebel Files, and Canto Bight get a big debut today. You can find more about each of these titles, and a ton of coloring books and workbooks for children, on participating sites like right here on Amazon.com.
The pop-up AR treasure hunt aims to unite fans around the world in the battle against the dark side in a unique three-day event at over 20,000 retail locations across 30 countries. As fans turn up to take home new Star Wars: The Last Jedi products, they will have the opportunity to activate a unique augmented reality experience featuring Star Wars characters, including fan-favorites and new surprise additions from the film.
From September 1-3, retailers around the world will invite fans to Find the Force by taking part in an AR treasure hunt, but the new toys are also being announced.
Here’s how it works: first, download the Star Wars App, which is your one-stop-shop for all things Star Wars, then visit any one of 20,000 participating retail locations to find a graphic that contains the Find the Force logo. When you scan the graphic using the Star Wars App, you’ll reveal a character, who through augmented reality, will appear in the room with you. You can then take photos, record videos, and share the experience on social media.
“Force Friday II puts fans right at the center of the action using augmented reality to bring our characters to life like never before. The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet – we can’t wait for fans to see what’s in store.” said Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media.
By sharing photos or videos featuring the in-store AR characters on Twitter or Instagram using #FindtheForce and #Sweepstakes throughout Force Friday II weekend, fans in select global markets can participate in a sweepstakes for the chance to win the ultimate fan experience: tickets to the Star Wars: The Last Jedi premiere in December.
Star Wars: The Last Jedi opens in U.S. theaters on December 15, 2017.