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Disney's 'Force Friday' Marketing Should Be Duplicated By Other Toy Companies

Aug. 12, 2015 2:38 PM ETThe Walt Disney Company (DIS)HAS
William Bias profile picture
William Bias


  • Walt Disney takes an epic approach to marketing Star Wars: The Force Awakens.
  • Toy holidays, such as “Force Friday”, can build consumer excitement outside of traditional holidays.
  • Toy holidays could build revenue growth opportunities year round if executed properly.

Entertainment conglomerate Walt Disney (NYSE: NYSE:DIS) decided that the first Star Wars film released under its ownership is so epic that it deserves its own merchandise holiday. September 4, 2015 has been dubbed "Force Friday". This will represent the start of a merchandise wave such as comic books, toys, books, games, and more feeding people's anticipatory hunger for Star Wars content. This toy holiday represents sheer marketing genius that toymakers, such as Hasbro (NASDAQ: HAS), should take note of for their in house products. Let's examine why.

Why is this important?

First of all, releasing comic books, video games, books and toys reinforces the cinematic universe concept in the minds of the consumers. Moreover, it allows the consumer to start interacting with the Star Wars: The Force Awakens saga, building rapport and anticipatory excitement for the franchise way before the movie starts. By the time consumers go to see the movie, they will possess a heightened appreciation for what it has to offer.

It also gives Walt Disney's merchandise partners the chance to get an early start on the holiday season, giving them more time to sell. This will also allow them to slowly release different merchandise through the extended season. For example, in Hasbro's earnings call, analysts were rightfully worried about market saturation, but Hasbro's management indicated that they will introduce new characters and "play patterns" as they get closer to the film release date to hold the interest of consumers.

What could the toymakers learn?

Toymakers, such as Hasbro, typically bring in most of their revenue around the 4th quarter during the holiday season (see chart below).

HAS Revenue (Quarterly) Chart

HAS Revenue (Quarterly) data by YCharts

I previously discussed Hasbro's Transformer's cinematic universe potential. Hasbro could set up a merchandise-content blitz much like Force Friday. Hasbro could call it something like Transformers Tuesday

This article was written by

William Bias profile picture
I have been analyzing stocks since 1992 and a freelance writer since 2012.

Analyst’s Disclosure: I am/we are long DIS, HAS. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

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