Disney Consumer Products a publié cette semaine un communiqué de presse assez long qui semble vouloir clore la polémique, comme seul Internet peut en inventer, sur la faible présence de jouets basés sur le personnage de Rey dans les rayons.
De ce point de vue le choix de Hasbro validé par Disney était pertinent. Nous applaudissons toutefois la décision prise d’ajouter Rey dans une mise à jour du jeu. Cela fera plaisir à tout le monde, ce sera plus logique et les collectionneurs avides de variations vont adorer. c’est-y pas du bon marketing, ça ?
Jouets Star Wars : communiqué de presse Disney
GLENDALE, Calif.–(BUSINESS WIRE)–Disney today revealed details of new Star Wars: The Force Awakens products kept under wraps to preserve surprises for fans. With the film now breaking box office records and storylines officially revealed, new toys, collectibles and more are rolling out at Disney Store locations and mass retailers nationwide.
“Star Wars: The Force Awakens has made instant icons of new characters like Rey, Finn and Kylo Ren. We’re excited to share an incredible range of products that celebrates these fantastic new heroes and villains, allowing fans to take some movie magic home”
“Star Wars: The Force Awakens has made instant icons of new characters like Rey, Finn and Kylo Ren. We’re excited to share an incredible range of products that celebrates these fantastic new heroes and villains, allowing fans to take some movie magic home,” said Paul Southern, Senior Vice President, Star Wars Licensing, Disney Consumer Products.
For the first time ever, Star Wars was featured in the National Retail Federation’s top ten toys lists for both boys and girls, and the new line puts heroine Rey front and center.
Elissa Margolis, Senior Vice President, Disney Store comments, “Rey is a true break out hero in the movie and is proving a huge hit with our guests. Demand for Rey merchandise was strong even before the movie released, with products selling as quickly as we could restock shelves, and it’s only growing with the success of the film.”
New items focus on key plot points from the movie like the identity of Kylo Ren and the reveal of Rey’s weapon as a lightsaber. Highlights from the Disney Store line include a Rey Lightsaber toy, updated Elite Series Die Cast Action Figures, a Kylo Ren Unmasked action figure, as well as a Deluxe Figure Play Set that includes 10 highly detailed figures such as General Leia, Han Solo, Rey, Kylo Ren and more.
Highlights at mass retail include new items from Hasbro, such as: 12-inch action figures featuring the characters Rey and Finn as FN-2187 (his stormtrooper moniker), 3.75-inch figures featuring new characters and scenes like Rey in her Resistance Outfit with her Lightsaber, Star Wars NERF Rey and Han Solo blasters, and a Star Wars Bladebuilders ReyElectronic Lightsaber. From LEGO®, new Star Wars: The Force Awakens construction sets include a Resistance Troop Transporter (featuring a General Leia minifigure) as well as LEGO® brand Star Wars™ buildable figures featuring heroes and villains from the film, such as Rey, Finn, Kylo Ren, Captain Phasma and more.
Beyond figures and play sets, fans can find products featuring their favorite characters including Rey, Finn, Kylo Ren and Captain Phasma, across a range of categories including: Hot Wheels® diecast vehicles and ships from Mattel, plush from Build-a-Bear, skateboards and outdoor play items, role play from Rubies, home décor (bedding, throws, posters), seasonal and party supplies, puzzles and much more. Apparel for the whole family is also available at Target, Kohl’s, JCPenney, Hot Topic and more.
The first wave of product around Star Wars: The Force Awakens was officially launched on “Force Friday,” a global fan event on September 4, 2015, which saw more 130,000 fans turn up to one of 3,000 retail locations in the US that opened their doors at midnight. Highlights of the new line were revealed via a global unboxing event that unfolded over 18 hours, 15 cities and 12 countries. Kicking off in Sydney and rolling around the world New Year’s Eve style, the event saw popular Maker talent unveil new toys in different cities across four continents with the whole event streamed live on YouTube.
About Star Wars: The Force Awakens
Lucasfilm and visionary director J.J. Abrams join forces to take you back again to a galaxy far, far away as Star Warsreturns to the big screen with Star Wars: The Force Awakens. The film stars Harrison Ford, Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, Lupita Nyong’o, Andy Serkis, Domhnall Gleeson, Anthony Daniels, Peter Mayhew and Max Von Sydow. Kathleen Kennedy, J.J. Abrams and Bryan Burk are producing with Tommy Harper and Jason McGatlin serving as executive producers. The screenplay is by Lawrence Kasdan & J.J. Abrams and Michael Arndt.
About Disney Consumer Products
Disney Consumer Products (DCP) is the business segment of The Walt Disney Company (NYSE:DIS) that delivers innovative and engaging product experiences across thousands of categories from toys and apparel to books and fine art. As the world’s largest licensor, DCP inspires the imaginations of people around the world by bringing the magic of Disney into consumers’ homes with products they can enjoy year-round. DCP is comprised of three business units: Licensing, Publishing and Disney Store. The Licensing business is aligned around five strategic brand priorities: Disney Media, Classics & Entertainment, Disney & Pixar Animation Studios, Disney Princess & Tinker Bell, Lucasfilm and Marvel. Disney Publishing Worldwide (DPW) is the world’s largest publisher of children’s books, magazines, and apps, igniting imagination through storytelling in ever-inventive ways. DPW creates and publishes books, magazines, eBooks and apps both vertically in-house and through an extensive worldwide licensing structure. DPW is also committed to the educational development of children around the world through Disney Learning, which includes our flagship learning brand, Disney Imagicademy, as well as Disney English and other Disney-themed learning products. The Disney Store retail chain operates across North America, Europe and Japan with more than 350 stores worldwide and is known for providing consumers with high-quality, unique products. Disney Store operates ecommerce channels in nine countries, which can be found here. For more information, please visit Disney Consumer Products www.DisneyConsumerProducts.com.
STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.
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