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It has begun... FORCE FRIDAY II officially kicked off at 12:01am this morning, with STAR WARS fans on the East Coast being among the first to purchase new merchandise from Rian Johnson's upcoming film, STAR WARS: THE LAST JEDI. The Disney Store in NYC was first to welcome a line hundreds long, starting a wave that's moved coast-to-coast this morning with midnight openings and events at retailers such as Toys "R" Us, Walmart, Target, Meijer and more. This year's Force Friday is actually a weekend event running September 1-3, 2017 with events planned at many locations. Check out StarWars.com/FindTheForce for full details. 

For the past few years, Mattel has been doing some very creative things with their license to make Hot Wheels vehicles that are inspired or based upon the characters, locations and machinery of a galaxy far, far away. While their Starships line makes diecast scale models of the actual ships of Star Wars, their Carships and Character Cars bend the rules quite a bit. For us, the character cars have been the big hit - so popular that I eventually added a running checklist to this very website, a page that has become increasingly popular. Now, with the Force Friday II debut of merchandise centered around Star Wars: The Last Jedi, the Hot Wheels design team has cranked things up and raised the suspension for something new - Hot Wheels Star Wars All-Terrain Character Cars.

Published in Rock Father Rides

Following Lucasfilm's official announcement of their Global Force Friday II, now the retailers are chiming in with their plans for the launch of new toys and merchandise from Rian Johnson's Star Wars: The Last Jedi. Toys "R" Us hit Rock Father HQ with details on what's happening at the house of Geoffrey, and it's looking good. The main concern (as always) will be availability of enough product, particularly on the action figure & vehicle front at launch, but Toys "R" Us tends to have a pretty big set-up. See the announcement from TRU below...

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!

From International STAR WARS Day, May 4th (May the Fourth Be With You) until this past Friday, September 4th (Force Friday), I counted down the days until the release of new toys from J.J. Abrams' STAR WARS: THE FORCE AWAKENS with daily posts that featured Hasbro's Force Friday Countdown Calendar. For months, people kept asking me "How did you get one?" (obvious - I work with Hasbro regularly and was helping promote the toy launch) and "How can I get one" (for the most part, you couldn't) - questions that became "What will you do with yours when the countdown is over?" I didn't have an answer for that last question until Friday night, but I decided... to sell it. Yes, you can now own my personal STAR WARS: THE FORCE AWAKENS "Force Friday Countdown" Calendar from Hasbro. As far as I know, this is only the second one to be offered for sale (the first sold for $112), and the only one with a known history of being seen by thousands of people each day for over four months.

It's here... after months of doing the Force Friday Countdown here at THE ROCK FATHER Magazine, new products from STAR WARS: THE FORCE AWAKENS have hit retailers. One of the best selections comes from my friends at Entertainment Earth, and they've got pre-orders up for two  sweet exclusives from Hasbro - STAR WARS The Black Series Imperial Forces 6-Inch Action Figures and STAR WARS: THE FORCE AWAKENS Desert Assault Walker with First Order Stormtrooper Officer. Check 'em out below!

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