Dive Brief:
- In partnership with Lucasfilm, Target has launched an interactive website that will collect memories from Star Wars fans ahead of the holiday release of Star Wars Episode VII: The Force Awakens.
- ShareTheForce.com will feature photos and videos of lightsaber battles, character impersonations, and more from real fans, submitted to the site directly and via Facebook and Instagram.
- On September 4, Target will launch new “Shop the Force” stores-within-stores nationwide, where it will sell licensed Star Wars memorabilia and merchandise inspired by fans.
Dive Insight:
Minneapolis-based Target is the first major retailer to capitalize on what is sure to be one of the biggest forces in holiday shopping, Star Wars fever. In addition to assigning fans' memories spots in ShareTheForce.com’s interactive “universe” and promoting the site with a 30 second web spot, the retailer will launch themed Star Wars shops inside its stores with midnight unveilings on September 4, 15 weeks ahead of the December 18 release of Star Wars Episode VII: The Force Awakens.
Star Wars franchise owner Walt Disney Co. has dubbed September 4 “Force Friday,” and is planning to broadcast a “global unwrapping” of its new lines of Star Wars merchandise on YouTube and ABC’s Good Morning America. Star Wars merchandise was worth $2.2 billion worldwide in 2013, but the Christmastime release of a new installment is sure to boost sales of apparel, toys, and other themed merchandise.