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Star Wars' Force Friday Brings Out Diehard Fans

Force Friday is in full swing. At 12:01 a.m., Disney Store, Toys 'R Us and Walmart opened their doors for a frenzy of Star Wars toy sales. Amazon—along with DisneyStore.com—also offering new products and deals. Some items—like the BB-8 droid by Sphero—are already sold out. Marty Brochstein, SVP at the International Licensing Industry Merchandisers' Association said, "The business around Force Friday is going to be aimed primarily at collectors and long-time fans who want to have the newest, the latest, the greatest, and be the first in line." Adding that, "The more traditional kids and movie-oriented business will take place closer to when the movie opens." And what an event it is! John Boyega and Daisy Ridley—who play Finn and Rey, respectively, in Star Wars: The Force Awakens—made a joint appearance inside the Disney Store on Oxford Street in London. As he signed autographs for hundreds of fans inside the store, Boyega repeatedly said, "I am a toy! I am a toy! I am a toy!"

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