A clever play on words, yes, but May 4 has become ubiquitous with the Star Wars brand. In celebration of the fan holiday, Disney Consumer Products rolled out new deals, giveaways, exclusives and hosted events.
"Star Wars fans created May the 4th and have made it the pop culture moment it has grown to be," says Paul Southern, senior vice president, Lucasfilm, Disney Consumer Products. "Now more than ever, due to the tremendous anticipation around 'Star Wars Rebels' and Episode VII, our ever-expanding team of new and existing licensees find creative ways to get in on the fun."
New product ranges that debuted include from licensees M&Ms, Vans, Bauer Hockey Masks and Anovos.
From M&Ms, a collection of Star Wars-themed candies and merchandise hit store shelves that feature phrases and characters from the franchise such as Darth Vader and Yoda.
Vans has extended the Star Wars universe to its lines of Classics and Vault shoes, men's apparel and women's accessories with artwork based on the film trilogy. The range is available this month.
Licensee Anovos unveiled its first-ever collection of Star Wars replica costumes that allow fans to dress as Luke Skywalker in his Bespin uniform, Han Solo's costume from The Empire Strikes Back and a full-length Darth Vader costume. The replicas went on pre-sale last month.
Lastly, Bauer Hockey, a manufacturer of ice hockey equipment, launched a series of Star Wars-themed goal masks featuring characters from the franchise. The masks, which show Luke Skywalker, Shock Troopers, Yoda, Boba Fett and Darth Vader, were available last month.