Via Screencrush.com:
Forty years ago, Star Wars exploded onto the scene, and pop culture was never the same. From the moment the first film hit the screens, the phenomenon that was Star Wars could hardly be contained. There were movies, books, comics, stickers, trading cards, socks, pajamas, and all manner of products with the epic sci-fi saga flooding stores and homes around the globe. Most of all, there were the toys. Star Wars changed the action figure game forever in 1978, and it’s still looking for new ways to shake up the industry.
At this year’s Star Wars Celebration, Hasbro and Lucasfilm announced a new venture that would combine toys, comics, and animated shorts into one new brand called Star Wars: Forces of Destiny. Following similar concepts from the likes of DC Super Hero Girls, Forces of Destiny’s main focus was new dolls with a focus on articulation and action rather than lifestyle and fashions. We spoke with Forces of Destiny’s product designer Keysha Ramos to learn more about the figures, and what makes now the right time for such a line.
Star Wars: Forces of Destiny was one of the biggest announcements of Star Wars Celebration. The multimedia approach is one that’s a bit different for the brand, but one that’s proved successful for some competitor lines already out at retail. What made now the right time to dive into this style of figural doll, animated shows, books and more?
Since the exciting new slate of entertainment was announced, beginning with The Force Awakens, audiences have been introduced to several incredible new characters, especially strong female leads. These leads are central to the Star Wars universe, from the iconic Princess Leia to break out heroes Padmé Amidala, Rey, Jyn Erso, Sabine Wren, and Ahsoka Tano, who have quickly become fan favorites around the globe. Star Wars has unique multi-generational appeal and Forces of Destiny is no different.
This is about allowing kids to learn more about their favorite Star Wars characters and recreate heroic moments through play in a new way. Toys, including Hasbro’s figures and role play items, have always played a unique role in the Star Wars universe and we’re excited to be offering something new that will enable a broader audience of fans to celebrate and experience some of their favorite characters in a new way.
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