Toys R Us is just one of the stores gearing up for the new collection of toys from the film franchise. Alicia Powell reports.
"Star Wars" fans in New York are counting down to the release of the franchise's new toy collection at Toys R Us in Times Square. The company considers the location the 'center of the toy universe' and has organized a series of events leading up to the toys midnight release. SOUNDBITE: Richard Barry, executive vice president, global chief merchandising officer, Toys R Us, saying (English): "We've got panels, we've got incredible exhibits like the ones behind me. We have those original packages, those empty boxes that customers bought in 1978 that had nothing in them that are ultimately collectable." Dubbed "Force Friday," the roll-out is part of a huge merchandising effort by Disney, and toy makers including Hasbro and Lego, ahead of the December release of "Star Wars: The Force Awakens" - the first in a new "Star Wars" trilogy. Toys in the line will be available at a wide variety of price points and will appeal to those looking to play and those who want to add to their Star Wars collection. SOUNDBITE: Richard Barry, executive vice president, global chief merchandising officer, Toys R Us, saying (English): "There's a whole different range of price points that are going to be available. You're going to see new technology, you're going to see the role of robotics and technologies come into play. But you're going to see core collectable figures."