Star Wars Toys to be Revealed Online in Epic, 18-hour Unboxing Event

As The Force Awakens, the first Star Wars movie in over a decade, nears its December release date, the franchise's merchandising machine is fully up-and-running. Last week, it was announced that Hasbro's toy line would launch on Friday, September 4. Now, Disney Consumer Products have revealed that the hours leading to "Force Friday" will see an unbroken, worldwide 18-hour YouTube livestream of Star Wars toy unboxing.

The event will roll out across 15 cities in 12 countries, starting in Sydney, Australia at 7:45 AM on Thursday, September 3, and ending in San Francisco 18 hours later. According to the official Star Wars site, the Star Wars YouTube channel livestream will feature "top digital stars," and will cover a wide range of Force Awakens toys and merchandise before retailers open their doors at midnight on September 4.

"Star Wars toys have always played an important role in how our fans interact with the saga," explained Lucasfilm president Kathleen Kennedy. "They've inspired multiple generations to relive the experience of the movies and to create new adventures all their own. These spectacular Star Wars: The Force Awakens products will continue that tradition."

Toy unboxing videos are extremely popular on YouTube--of the Top 100 most viewed videos worldwide, 18 are entirely dedicated to the subject. Maker Studios, the multi-channel network bought by Disney in 2014, will be producing the event. Chris M. Williams, Maker's Chief Audience Officer, explained the decision to deliver such a unprecedented event: "The unboxing world continues to expand rapidly as audiences around the world connect with digital creators who share their passions," he said. "This shared fandom helps attract billions of monthly views and consistently puts the genre at the top of the YouTube charts. We're excited to be part of this first-of-its-kind initiative."

For the full schedule, visit StarWars.com. Star Wars: The Force Awakens opens in cinemas on December 18, 2016.