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Lucasfilm – Rey

As we slowly transition into autumn, we will start seeing more companies ramping up the marketing for the products available this holiday season. With Star Wars: The Last Jedi approaching for a holiday season release, this means we are going to be seeing a lot of Star Wars merch this year. Target is getting a headstart on promoting their merch with the promotion of Force Friday, focusing on Daisy Ridley’s Rey from Star Wars: The Force Awakens in their marketing campaign.

Why does this campaign matter? And why the focus on Rey out of all other female Star Wars characters?

When Star Wars: The Force Awakens was released many people, including myself, complained about the lack of Rey merchandise with the release of the movie. There was a lack of action figures, toys, etc. She wasn’t even included in the Monopoly set! This prompted the infamous #WheresRey hashtag. Disney learned from this and made sure to have plenty of Jyn Erso merchandise when Rogue One came out. It looks like they will be continuing to learn from their mistakes with this upcoming promotion of new merchandise this Force Friday.

The new ad focuses on Rey and how much she has inspired girls around the world since she came to public attention. Little girls everywhere look up to Rey because she is an active and involved character not relegated to a romantic position in the Star Wars Universe. And this ad highlights that to perfection.

Will this ad convince you to go out and buy Rey merch on Force Friday? How about your children? Check it out below and let us know your thoughts.

Star Wars: The Last Jedi will premiere on December 15, 2017.

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Sarah Musnicky

Sarah is a freelance writer and self-described workaholic. She loves fantasy and sci fi and will admit having dual loyalties between Star Trek and Star Wars as well as Marvel and DC. When she's not being socially awkward, she is in a corner obsessing over dragons, cute things, and a need to master all languages on the planet. She would like to be a professional blanket burrito when she reaches the peak of maturation.

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