It’s finally here! After many months of anticipation, ‘Star Wars: The Force Awakens’ is finally in theaters and everyone from celebrities like Rain Wilson to kids and super fans are excited.
The LA Times reports that “It’s projected to gross between $180 million and $220 million through Sunday in the U.S. and Canada alone, according to pre-release tracking, putting the record for highest domestic opening in sight.” It’s going to be an undeniable box office hit. But it has already proven to be a retail craze.
Numerous retail experiences like Target’s Share the Force and a large portfolio of licensed merchandise have flooded the market in the months leading up the premiere. From coffee creamer and soup to toys and Christmas decor, ‘Star Wars: The Force Awakens’ has consumed the shopping experience to the point where shoppers are almost unable to escape from the force. Has it become too much? For some, yes.The most recent internet topic of debate is about the use of Star Wars on packaging for fruits and vegetables where many argue that it is giving into the dark side.
Do you think Star Wars licensing has gone too far? Is there a point where using a property so much will actually turn shoppers away?I guess we will have to wait and see what the sales say. But in the meantime, brands should be wise with how they use big properties like Star Wars. They should consider their role in the greater retail market and within the world of the property to determine if their intentions are for the better or if they lean toward the dark side.
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