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Disney prepares online Star Wars toy promotion

Disney Consumer Products and Interactive Media and Maker Studios are preparing an online promotion in support of the upcoming release of the movie Star Wars: The Force Awakens. The promotion will take the form of an 18-hour live event during which items from the film's new toy line will be unboxed on YouTube. The event will be hosted by a variety of Maker Studios personalities located in 12 countries. It will take place on Sept. 3, beginning in Australia and continuing through Asia, Europe, Canada, the United States and South America. The event will conclude at midnight of the day the toys go on sale. Participating retailers will open at midnight on that day to sell the items.

"Over the course of 18 hours, some of Maker Studios' biggest stars will each be unboxing a new toy from the Star Wars: The Force Awakens product line in a different city around the world and sharing the experience live on YouTube," said Leslie Ferraro, president of Disney Consumer Products. "We've seen tremendous excitement for these new products and can't wait to see the global reaction from the Star Wars fan community."

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