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Back in 2015, the first "Force Friday" was a pretty big deal - a one-day global event to celebrate the release of new toys and merchandise from Star Wars: The Force Awakens. Now, Disney and Lucasfilm are following it up with Force Friday II (September 1, 2017), and today they've officially announced Find the Force, a global augmented reality (AR) event rolling out to commemorate the worldwide launch of new products inspired by Star Wars: The Last Jedi. It's a "pop-up AR treasure hunt" that 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 (click here for a list) 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. Check out the video and details below to see how it all works, and you can even get started by scanning the Rey graphic to collect your first character - the Porgs!

Update - 8/17/17, 8:30am: Looks like someone at Hasbro goofed and perhaps jumped the gun. After being live on their official YouTube Channel for more than 12 hours, three of the four new commercials have been removed. I'll replace them in this article if/when they're restored.  

As we approach the next "Force Friday" event on September 1, the folks at Hasbro have updated their official YouTube Channel tonight with a look at some of the new STAR WARS toys set for release ahead of Rian Johnson's STAR WARS: THE LAST JEDI this December. The big one (literally) has already elicited a verbal "I want that!" from the youngest of The Rock Daughters™, along with a mental of "I want that..." from yours truly. Indeed, Hasbro is releasing a playset, and I honestly can't remember the last time that they did a proper 3.75" playset that wasn't just a fold-out vehicle. In this case, they're releasing a large BB-8 that opens up into a First Order Star Destroyer, complete with four levels of play and figures of Supreme Leader Snoke and an Elite Praetorian Guard. Take a look at the new commercial below!

Hasbro's HASCON is fast-approaching, and today the toymaker has issued details on additional entertainment programming for their first ever "FANmily" event. Happening September 8 – 10, 2017 at the Rhode Island Convention Center and Dunkin’ Donuts Center in Providence, Rhode Island, HASCON will bring Hasbro’s most iconic brands to life, with experiences based around Transformers, My Little Pony, Nerf, Magic: The Gathering, Dungeons & Dragons, G.I. Joe, Star Wars, MarvelPlay-Doh and more.

They say that "friendship is magic," and with that in mind, Hasbro - makers of MY LITTLE PONY - celebrated International Friendship day by unveiling what they're calling their first "brand anthem" for MY LITTLE PONY, titled ‘Through the Eyes of a Friend.’ It's social experiment that invited parents to hear how their child was doing in school; and surprised them with a report card from their child’s best friend. Check out that video below, but keep scrolling as there's much more...

It was about a year and a half ago when Hasbro laid out their public plans to build a "cross-property interconnected onscreen universe featuring the brands G.I. JoeMicronautsVisionariesM.A.S.K. (Mobile Armored Strike Kommand) and ROM." In the comic world, IDW has already brought this to life with REVOLUTION, a crossover comic that also throws TRANSFORMERS into the mix, and at this year's San Diego Comic-Con, fans will be able to purchase the first toys based on the series in a massive "Mega-Set." This is right up my alley...

2017 marks the debut of HASCON - Hasbro’s first-ever family convention that’s taking place on September 8-10 at the Rhode Island Convention Center and Dunkin’ Donuts Center in Providence, RI. With the toymaker highlighting their own brands for the very first time in a convention atmosphere, many have been wondering what that will entail, in addition to how some of their licensed properties (Star Wars/Marvel) would be represented. In short, this event is looking to be massive. Heading into the weekend, Hasbro sent over the full details on their brand experience activities for Transformers, My Little Pony, Nerf, Magic: The Gathering, Dungeons & Dragons, G.I. Joe, Star Wars, Marvel and Play-Doh. Check them out below!

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