To: Wayners who wrote (54596 ) 5/3/1999 7:45:00 AM From: Glenn D. Rudolph Respond to of 164684
Retailers Open For All-Night Shopping For 'Star Wars' Merchandise Dow Jones On Line - May 03, 1999 01:06 NEW YORK -(Dow Jones)- The Force is with "Star Wars" fans, and it's telling them to hit the toy stores early and spend, spend, spend. The most-hyped line of movie-themed merchandise in history - for the unreleased "Star Wars: Episode I - The Phantom Menace" - finally went on sale early Monday on a studio-imposed schedule, and fans and retailers weren't wasting a minute, the Associated Press reported. In an unprecedented move, Toys R Us stores around the country decided to open their doors at 12:01 a.m. EDT Monday for an all-night selling marathon of toys based on the movie. Some FAO Schwarz stores opened from midnight to 2 a.m. Wal-Mart and Kmart called in extra staff for their 24-hour stores to handle the post-midnight crowds. Many stores planned to limit the number of items a customer could buy to prevent immediate sell-outs. Even the virtual stores were ready for middle-of-the-night surfers with an itch to buy. Internet merchants Amazon.com and eToys opened their "Star Wars" stores after midnight. "I'm a 'Star Wars' maniac," said Millie Gonzalez, as she was leaving a Toys R Us store in Yonkers, N.Y., with two shopping carts filled with goods. "I was first on line, and I bought two of everything." Fans had been waiting for months to get a glimpse of the vast array of goods - from action figures to wigs to body lotion to snack food - tied to the movie, which opens May 19. But LucasFilm Ltd. had signed strict licensing deals that prevented manufacturers from releasing virtually any information about its products ahead of time. As a result, people had been speculating for months, especially on the Internet, about what the toys and other merchandise would be. "Right now, people are just frothing at the mouth," said Omaha, Neb., resident Dean Phillips, a "Star Wars" merchandise collector. Around the country, anxious fans - most of whom were adults - began lining up well before midnight to get first dibs on the new products. Once the doors opened, it was a mad dash to the "Star Wars" displays. At the FAO Schwartz store in Boston, store employees cheered and waved laser wands as shoppers rushed in. The original "Star Wars" theme song blared in the background. "This is definitely more popular than Furbies," said security guard Al Zellman. In Columbus, Ohio, 28-year-old Peter Smith came dressed as Jedi master Obi-Wan Kenobi, in a white robe with a brown belt and light saber. "I don't buy toys because I think they'll be worth something in the future. I buy them because I enjoy them," he said. Die-hard fans who turned out for a Star Wars convention in Denver on Friday got a sneak-peek at some of the merchandise. There were eight basic action figures, which are 3 3/4 inches tall, including Obi-Wan Kenobi as a young man; Anakin Skywalker, the father of Luke Skywalker and the man who later became Darth Vader; Jar Jar Binks, a new space creature; and Queen Amidala, the leader of the good side. The action figures retail for $7 to $8, while related computer gear to make them talk costs an additional $20 to $25. A collection of Queen Amidala fashion dolls also was introduced. And there was a 3-D diorama that recreates memorable movie scenes. Analysts estimate that sales of merchandise tied to the movie could top $2 billion this year alone, with an estimated $1 billion coming just from toys. Many stores kept the "Star Wars" merchandise locked up until late Sunday, when they began stocking shelves. At some stores, managers were not even permitted to see the merchandise until the last minute. Some stores created a party atmosphere for the late-night crowds. At a Toys R Us in southeast Oklahoma City, there was a costume contest as well as a tent set up where customers could watch the first "Star Wars" movies. In Omaha, Neb., the Toys R Us served cakes in the shape of "Star Wars" characters.