Macaroni and cheese in the shape of Darth Vader, Yoda and R2-D2? Check. Action figures? Check. A Jedi robe for your dog? You can have that, too.
Disney is pulling out all the stops ahead of the hotly anticipated release of the next film in the blockbuster Star Wars series with a massive merchandising blitz expected to reap billions of dollars.
The push to drive up excitement for the film began in earnest in September – more than three months before Star Wars Episode VII: The Force Awakens – which was partly shot in the Abu Dhabi desert last year – hits screens worldwide on December 18.
Disney tapped into the growing toy unboxing phenomenon during its Force Friday event, and the hype has been mounting ever since, with ecstatic fans snapping up advance tickets and products related to the film’s beloved characters.
“They have done a remarkable and effective job in getting people into such a state of anticipation,” said Tom Nunan, a film producer and lecturer at the UCLA School of Theater, Film and Television.
“And Disney knows that many of the items they are selling will never be opened and will be kept like an artefact or jewel that someone might sell some day.”
Experts predict that products tied to the film could bring in up to US $5 billion (Dh18.3b) in revenue for Walt Disney Company, which paid $4 billion for Star Wars creator George Lucas's Lucasfilm in 2012.
Many stores that have stocked up on Star Wars merchandise say the products are selling quickly, with interest expected to peak on the eve of the film's release in US theatres on December 18 and during the holiday gift-giving season.
"We have two aisles of Star Wars merchandise in the store, which is pretty crazy," said Jenn Scott, a sales rep at Meltdown Comics and Collectibles in Los Angeles.
“A lot of the people who are buying stuff are totally adults,” she added, pointing to the displays of action figures, baseball cards, puzzles and comics.
“We got the Funko Pop figures for the new movie as soon as they came out and we sold out immediately.”
At the entrance of the store also sits a life-size figure of Yoda, the iconic Jedi master, which is selling for $900.
Several store customers said they had already purchased tickets for the movie and were mulling which collectables to buy.
"We have watched all six Star Wars movies and we are going to see the latest one at 9.30 on the morning of December 19," said Adam Duncan, 30, as he and his pregnant wife Jennyfer debated which action figures to purchase.
They ended up buying two – Captain Phasma and Chewbacca. “She’ll definitely also watch all the movies – she has to,” added Adam, pointing to his wife’s belly.
Even pets are getting in on the craze, with owners decking their pooches and cats in Star Wars outfits, headbands and hoodies.
“The Chewbacca costumes, the Yoda costumes, the Darth Vader costumes – these are flying off the shelves right now,” said Ebony Patton, manager at a Petco store in Los Angeles.
The chain retailer Target said it had stocked up on 600 Star Wars products ranging from toys and apparel to groceries and housewares in anticipation of the holiday season.
"Star Wars was huge for us earlier this year," said Lee Henderson, a spokesman for the company. "And we expect another uptick in sales when the movie is released."
He said one of the most popular items was the BB-8 droid – new in the latest film – which is expected to be high on Christmas lists.
Experts said one added advantage for Disney was the fact that the series appeals to fans of all ages.
"Star Wars comes with a strong baseline," said Steve Pasierb, chief executive of the US Toy Industry Association, a trade organisation.
“This is a multi-generational product, so it appeals to dads and sons, mothers and daughters, families, grandparents and grandkids.”
He said Disney had done a superb job at using this loyal fan base to orchestrate its Star Wars campaign and to roll out products linked to the film at a steady pace.
“They have done it in a way that hasn’t annoyed the public,” said Pasierb. “Normally when there is a marketing blitz like that, the public will wear out. But the public has not pushed back and they have been able to do it with just the right level to peak people’s interest and keep it there.”
The Baghdad Clock
Shahad Al Rawi, Oneworld
Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
The specs
Engine: 2.0-litre four-cylinder turbo
Power: 268hp at 5,600rpm
Torque: 380Nm at 4,800rpm
Transmission: CVT auto
Fuel consumption: 9.5L/100km
On sale: now
Price: from Dh195,000
Results
5.30pm: Maiden (TB) Dh82,500 (Turf) 1,400m; Winner: Mcmanaman, Sam Hitchcock (jockey), Doug Watson (trainer)
6.05pm: Handicap (TB) Dh87,500 (T) 1,400m; Winner: Bawaasil, Sam Hitchcott, Doug Watson
6.40pm: Handicap (TB) Dh105,000 (Dirt) 1,400m; Winner: Bochart, Fabrice Veron, Satish Seemar
7.15pm: Handicap (TB) Dh105,000 (T) 1,200m; Winner: Mutaraffa, Antonio Fresu, Musabah Al Muhairi
7.50pm: Longines Stakes – Conditions (TB) Dh120,00 (D) 1,900m; Winner: Rare Ninja, Royston Ffrench, Salem bin Ghadayer
8.25pm: Zabeel Trophy – Rated Conditions (TB) Dh120,000 (T) 1,600m; Winner: Alfareeq, Antonio Fresu, Musabah Al Muhairi
9pm: Handicap (TB) Dh105,000 (T) 2,410m; Winner: Good Tidings, Antonio Fresu, Musabah Al Muhairi
9.35pm: Handicap (TB) Dh92,500 (T) 2,000m; Winner: Zorion, Abdul Aziz Al Balushi, Helal Al Alawi
THREE POSSIBLE REPLACEMENTS
Khalfan Mubarak
The Al Jazira playmaker has for some time been tipped for stardom within UAE football, with Quique Sanchez Flores, his former manager at Al Ahli, once labelling him a “genius”. He was only 17. Now 23, Mubarak has developed into a crafty supplier of chances, evidenced by his seven assists in six league matches this season. Still to display his class at international level, though.
Rayan Yaslam
The Al Ain attacking midfielder has become a regular starter for his club in the past 15 months. Yaslam, 23, is a tidy and intelligent player, technically proficient with an eye for opening up defences. Developed while alongside Abdulrahman in the Al Ain first-team and has progressed well since manager Zoran Mamic’s arrival. However, made his UAE debut only last December.
Ismail Matar
The Al Wahda forward is revered by teammates and a key contributor to the squad. At 35, his best days are behind him, but Matar is incredibly experienced and an example to his colleagues. His ability to cope with tournament football is a concern, though, despite Matar beginning the season well. Not a like-for-like replacement, although the system could be adjusted to suit.
The Dictionary of Animal Languages
Heidi Sopinka
Scribe
Mission%3A%20Impossible%20-%20Dead%20Reckoning%20Part%20One
%3Cp%3E%3Cstrong%3EDirector%3A%3C%2Fstrong%3E%20Christopher%20McQuarrie%3Cbr%3E%3Cstrong%3EStars%3A%3C%2Fstrong%3E%20Tom%20Cruise%2C%20Hayley%20Atwell%2C%20Pom%20Klementieff%2C%20Simon%20Pegg%3Cbr%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%204%2F5%3C%2Fp%3E%0A
Auron Mein Kahan Dum Tha
Starring: Ajay Devgn, Tabu, Shantanu Maheshwari, Jimmy Shergill, Saiee Manjrekar
Director: Neeraj Pandey
Rating: 2.5/5
England XI for second Test
Rory Burns, Keaton Jennings, Ben Stokes, Joe Root (c), Jos Buttler, Moeen Ali, Ben Foakes (wk), Sam Curran, Adil Rashid, Jack Leach, James Anderson
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
In numbers: PKK’s money network in Europe
Germany: PKK collectors typically bring in $18 million in cash a year – amount has trebled since 2010
Revolutionary tax: Investigators say about $2 million a year raised from ‘tax collection’ around Marseille
Extortion: Gunman convicted in 2023 of demanding $10,000 from Kurdish businessman in Stockholm
Drug trade: PKK income claimed by Turkish anti-drugs force in 2024 to be as high as $500 million a year
Denmark: PKK one of two terrorist groups along with Iranian separatists ASMLA to raise “two-digit million amounts”
Contributions: Hundreds of euros expected from typical Kurdish families and thousands from business owners
TV channel: Kurdish Roj TV accounts frozen and went bankrupt after Denmark fined it more than $1 million over PKK links in 2013
Results
7pm: Wathba Stallions Cup – Handicap (PA) Dh70,000 (Dirt) 1,600m; Winner: RB Kings Bay, Abdul Aziz Al Balushi (jockey), Helal Al Alawi (trainer)
7.30pm: Maiden (PA) Dh 70,000 (D) 1,600m; Winner: AF Ensito, Fernando Jara, Mohamed Daggash
8pm: Maiden (PA) Dh70,000 (D) 1,400m; Winner: AF Sourouh, Tadhg O’Shea, Ernst Oertel
8.30pm: Maiden (PA) Dh70,000 (D) 1,800m; Winner: Baaher, Fabrice Veron, Eric Lemartinel
9pm: Maiden (PA) Dh70,000 (D) 2,000m; Winner: Mootahady, Antonio Fresu, Eric Lemartinel
9.30pm: Handicap (TB) Dh70,000 (D) 2,000m; Winner: Dubai Canal, Tadhg O’Shea, Satish Seemar
10pm: Al Ain Cup – Prestige (PA) Dh100,000 (D) 2,000m; Winner: Harrab, Bernardo Pinheiro, Majed Al Jahouri
Sarfira
Director: Sudha Kongara Prasad
Starring: Akshay Kumar, Radhika Madan, Paresh Rawal
Rating: 2/5
The National Archives, Abu Dhabi
Founded over 50 years ago, the National Archives collects valuable historical material relating to the UAE, and is the oldest and richest archive relating to the Arabian Gulf.
Much of the material can be viewed on line at the Arabian Gulf Digital Archive - https://www.agda.ae/en
