‘Star Wars’ toys including Millennium Falcon drone unveiled - and Hong Kong among first to get them

The release of the new movie may still be months off, but Disney is unleashing its full marketing “Force” behind the launch of hundreds of toys and other items related to the film.

The massive marketing blitz, which Disney has named “Force Friday”, spans all kinds of media and included an 18-hour global “unboxing” streamed live on YouTube.

Major toy retailers around the world opened their doors and held special events when the toys first became available just after midnight on Friday. Among the first cities was Hong Kong with toy stores open at midnight.

The marketing push behind , is unique because it is so far ahead of the movie’s US release, 116 days to be exact. But analysts say it can work because is such a popular franchise.

A hamster-sized BB-8 droid and an updated Millennium Falcon spacecraft emerged as some of the most talked-about new toys. New lightsabres, Lego models, action figures and spaceships also went on sale.