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Skywalker lightsaber encased in glass on loan from Lucasfilm.Fans ogled the life-size model of Jango Fett made from Lego bricks and the Jango Fett mannequin flanked by two stormtroopers.Brand new toys from licensees, such as Hasbro and Lego, filled the display. Customers who purchased any product walked away with a free Lego Star Wars poster. Night owls picked over the merchandise until 2:30 a.m., before Toys "R" Us locked its doors again. Several returned when the store reopened the next morning, filling their mesh Toys "R" Us shopping bags with merchandise.
Zellers is shying away from promotional events and self-standing displays for Episode II, choosing instead to take a more low-key approach to the property. The retailer created elaborate displays for the 1999 prequel, but, with the exception of action figures, the merchandise didn''t move. Zellers will support its offering of Star Wars merchandise, located on the shelves of the toy section, with three pages in its circular.Learning a thing or two from the headaches associated with "Star Wars: Episode I: The Phantom Menace," Lucas Licensing has scaled back on certain categories, getting rid of the ones that weren''t trend-right, said Howard Roffman, president of Lucas Licensing.Lucas also has narrowed the channels of distribution, giving preference and priority to key retailers. Most gratifying this time around is the spirit of partnership with the property''s principal retailers, said Roffman. "We wanted to create unique programs for retailers to give customers a unique reason for coming into the stores," he added. While the shelf date for the toys began April 23, Roffman believes some categories such as toys, video games, trading cards and book publishing will continue to see strong sales through 2003. "We have long-term plans. We''re looking to wave in product throughout the year," he said.
Further uptown, FAO Schwarz also hosted its traditional midnight madness event. Fans, many of them costumed, began forming a line around 59th Street at 10:30 p.m. Hasbro employees were giving away free lightsabers to keep the crowd entertained until the midnight launch.FAQ refreshed its year-round Star Wars boutique located on the second floor with product based on new film characters, increasing the amount of product to fill one whole wall, said spokesman Bob Friedland. May 17 through 19, Lego will bring a 10-foot-tall Yoda, the world''s largest, from the Star Wars Fan Celebration in Indianapolis, Ind., to FAO''s Fifth Avenue store.Wal-Mart is saving its Star Wars retailtainment event until after the May 16 movie release. On May 18, Wal-Mart will host a Jedi Training Academy for young fans in its toy departments. After registering, children receive a Jedi Training Guide and can choose to try their hand at the Lego Cloning Challenge, assembling as many clone warriors as possible in 60 seconds from a bin of clone warrior parts. At the end of the two-hour event, all young Jedi-in-training will have their guides stamped "Graduate of the Jedi Training Academy."
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