- Current Status
- In Season
Where’s Rey? Right here.
The release of Star Wars: The Last Jedi is still a few months away, but soon, Star Wars will be invading retail stores around the world with the launch of Force Friday II, a massive retail blitz introducing toys, merchandise, and more. The event kicks off Sept. 1, and Target is preparing by debuting a brand new ad campaign that puts Daisy Ridley’s Rey front and center.
The inspiring new video, set to Sia’s “Unstoppable,” spotlights female Star Wars fans of all ages, from spot-on Rey cosplayers to little girls with serious lightsaber skills.
The campaign is especially noteworthy after fans criticized the dearth of Rey-related toys and merchandise after the release of The Force Awakens, sparking the hashtag #WheresRey. Much of the criticism came from young female Star Wars fans, like the viral letter written by an 8-year-old girl asking why Hasbro’s Force Awakens Monopoly game didn’t include a Rey token. The backlash grew so heightened that even Force Awakens director J.J. Abrams weighed in, calling the lack of Rey merchandise “preposterous and wrong.”
Target’s new ad is a definite course correction, celebrating Rey not only as the heart of the new Star Wars films but as an inspiration to young girls around the world. Here’s hoping that this weekend, the shelves are well-stocked with plenty of Rey merchandise, too.
Star Wars: The Last Jedi will hit theaters Dec. 15.