Via Adage.com:

It looks like the role of new “Star Wars” heroine Jyn Erso is going to be a big one this year—for both helping to save the Galaxy by stealing Death Star plans and generating big bucks for toy retailers.

Last year there was a backlash when female protagonist Rey was suspiciously absent from the majority of the early marketing of “Star Wars: The Force Awakens.” So stores are treading very carefully this year and preaching a message of inclusion with their marketing ahead of the Dec. 16 release of “Rogue One: A Star Wars Story.” Though some Star Wars merchandise has already made top toys lists, consumers won’t be able to purchase anything until Sept. 30, when product hits stores. Target and manufacturer Hasbro have both said that Jyn, who is played by Felicity Jones, will be featured in toys.
“Baby will not be left in the corner this year,” said Chris Byrne, a toy industry consultant and content director for TTPM (Toys, Tots, Pets & More). “There’s a heavy emphasis on vehicles, action play and all the characters.”

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