Toy stores gear up for Star Wars opening
NEW YORK, April 29 (Reuters) - Toy retailers are gearing up for
midnight madness early Monday morning when die-hard Star Wars
fans finally will get to buy the new products linked to the heavily
hyped Star Wars ''prequel.''
In keeping with publicity controls on ''Star Wars Episode One: The
Phantom Menace,'' toy retailers are unable to sell any of the toys until Monday, May 3 at 1201a.m.
Lucasfilms, the maker of the Star Wars trilogy, and 20th Century Fox, the distributor, have set restrictions on theaters showing the film's previews and has placed demands on the theaters presenting the film, which opens May 19.
Hasbro Inc (HAS - news) is set to launch a line of talking action figures associated with the film. LEGO, a maker of building blocks, has a licensing deal with Star Wars creator George Lucas's licensing division to make robot toys linked to the film under LEGO's Mindstorms line.
Lucas's software and video game divisions are introducing two video games, ''Phantom Menace'' and ''Racer'' and learning software tied in with the movie.
Books and interactive banks are also part of the product lineup for the ''Phantom Menace.''
Toys R Us (TOY - news) Inc., KayBee Toys Inc, and FAO Schwarz are among the retailers planning for the midnight opening.
''Wherever we can open at 12:01 a.m. we will,'' said Denny Williams, Toys R Us vice president of U.S. sales. ''Our customers are big Star Wars fans and they deserve first crack at the tremendous amount of
product on our shelves.''
Toys R Us spokeswoman Rebecca Caruso said the company is shipping out 700 trailer trucks filled with merchandise to its stores.
''This is probably the biggest promotion we've ever done,'' Caruso said, noting that the stores will remain open through the entire day.
Laser light shows at some stores, employees dressed in costumes and refreshments will be part of the festivities.
FAO Schwarz is expecting several hundred people to line up at its flagship New York store to see its Star Wars ''boutique,'' based on the hundred people that attended the midnight opening for its ''Godzilla'' toy section last summer, FAO Schwarz spokesman Alan Marcus said.
''It will be based on customer demand how late we stay open,'' Marcus said. ''We're anticipating a huge line. If there is still a line at 3 AM, we'll stay open as long as we have to.''
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