‘Star Wars’ Rollout Plan “Extremely Deliberate,” Says Disney CEO

Star Wars fans seeking clues as to what Disney has in store for the lead-up to the next film installment were treated to a slew of them Tuesday courtesy of Disney CEO Bob Iger, though details remain intentionally murky.

“We’ve already got some increased product in the marketplace, but the real ramp-up from the consumer-products perspective won’t come until just a few months prior to the release,” Iger said during a conference call to discuss quarterly earnings.

Star Wars: The Force Awakens is due out Dec. 18, and Disney says that, at midnight on Sept. 4 — dubbed “Force Friday” — stores worldwide will begin selling products related to the film, includinglightsabers, action figures and Lego sets. Disney also confirmed Tuesday that the next iteration of its Infinity video game-toy hybrid will feature Star Wars characters.

Electronic Arts also has Star Wars Battlefront due in November.

“You can expect that there will be more game-related activity between now and the release,” said Iger.

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