The Force is commercial

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.

Ahead of the much-anticipated release of “Star Wars: The Force Awakens”, Disney has launched a massive merchandising blitz, and expects to reap billions of dollars.

The push to drive up excitement for the film began in earnest in September – more than three months before the seventh entry in the relaunched sci-fi franchise hits screens.

Disney tapped into the growing “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.

“They have done a remarkable and effective job in getting people into such a state of anticipation,” says Tom Nunan, a movie producer who also lectures at the University of California Los Angeles’ School of Theatre, 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.”

Analysts predict that products tied to the film could bring in up to $5 billion 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, as the film’s release grows closer, along with the festive gift-giving season.

“We have two aisles of Star Wars merchandise in the store, which is pretty crazy,” says 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 stands a life-size figure of Yoda, the iconic Jedi master, which is selling for $900 (Bt32,000).

Several customers said they had already purchased tickets for the movie and were mulling which collectibles 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,” says Adam 

 Duncan, 30, as he and his pregnant wife Jennyfer debated which action figures to purchase. 

They bought two – Captain Phasma and Chewbacca.

“She’ll definitely also watch all the movies – she has to,” adds 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.

“Chewbacca, Yoda and the Darth Vader costumes – these are flying off the shelves right now,” says Ebony Patton, manager at a Petco store in Los Angeles.

Store chain Target said it had stocked up on 600 “Star Wars” products ranging from toys and apparel to groceries and housewares.

“Star Wars was huge for us earlier this year,” says Target’s Lee Henderson. “And we expect another uptick in sales when the movie is released.”

He said one of the most popular items was the ball-shaped BB-8 droid – new in the latest film.

Experts say an added advantage for Disney is the fact that the series appeals to fans of all ages.

“‘Star Wars’ comes with a strong baseline,” says Steve Pasierb, who heads the US Toy Industry Association. “This is a multi-generational product, so it appeals to dads and sons, mothers and daughters, families, grandparents and grandkids.” 

He says Disney has done a superb job at using the 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,” says 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.”