Force Friday

Force Friday is an upcoming merchandising event in relation to the premiere of the film Star Wars: Episode VII The Force Awakens. Slated to run beginning at midnight on September 4, 2015 in the United States, the event is intended to be a celebration of the film, featuring the release of the film's toy and action-figure line, a number of new novels and reference books that are part of the Journey to Star Wars: The Force Awakens initiative and other merchandise such as cosmetics. As part of its marketing initiative, The Walt Disney Company has partnered with eight major brands: Covergirl & Max Factor, Duracell, FCA US, General Mills, HP, Subway and Verizon.

Toys "R" Us has confirmed its participation in the Force Friday, to be held at all of its locations in the United States with the sole exception of stores located in Paramus, New Jersey. Visitors will receive a free Star Wars: The Force Awakens poster. As part of its event, Toys R Us held a contest with the winner offered an exclusive "Midnight Madness VIP Shopping Spree." The winner was Thomas Burns of Jacksonville, Florida. Walmart has also confirmed participation in the event and will be offering an exclusive Star Wars collectible that was previewed at Comic Con.

In addition to in-store events, merchandise will also be offered simultaneously online at retailers such the Disney Store and Amazon.com.

While the toy products have not been officially announced, online leaks have confirmed the existence of action figures for major new characters in the film, such as Finn and Rey, as well as bobbleheads of these characters and others like BB-8 and Kylo Ren.