Posted by:
Matt McGloin

Star Wars: The Force Awakens Force Friday Target Midnight Launch Report


Star Wars: The Force Awakens Spot

Tonight at midnight marked the start of Force Friday, the day when the Star Wars: The Force Awakens merchandise went officially on sale.

I arrived at a local Target around 11:30pm to find the store doors already open greeted by displays of The First Order Stormtroopers, a Tie Fighter and Chewbacca.

I proceeded to the toy area where I found the section roped off with a Target employee not letting anyone near the merchandise. I was allowed to snap a few pics, but not able to get too close. There was a second section in the back where they keep the seasonal merchandise that featured additional Star Wars products as well; there I found a group of Target employees ready to leap into action.

So to the end of the line I went, where my hand was stamped with a red-colored Target logo (not sure why, no one checked) and given a raffle ticket for a chance to win a Chewbacca plush (maybe 48 inches tall or so). All in all, I would say there were around 200-300 people waiting in line by the time midnight came around.

It took only about 12 minutes past midnight to get my first look at the Star Wars: The Force Awakens merchandise. I started in the seasonal section, which features Star Wars T-shirts, Halloween costumes and various items. I managed to nab a Target exclusive Kylo Ren Pop! Vinyl figure, which went pretty fast as only two were left. I grabbed a Kylo Renn lightsaber (cheap one), and then overheard a Target employee being asked about the Black figures. Uh oh. Yep. Target was already out of stock on those. The Star Wars: The Force Awakens Black figures were the fastest item to go. I would probably say in 15 minutes they were all gone. 

There was a second line to get to the toy aisles, which was again roped off, and Target was only letting a few people in at a time. While I waited, I overheard some fans getting excited over the Star Wars X-Wing Miniatures Game. Apparently, one of the guys wanted to buy five of them, but Target limited one per purchase. They remarked about people not knowing what the item was -- like it was some secret power of The Force -- with one guy worried he wouldn't be able to get one. I managed to grab a box and told the guy where he could find it.

I picked up some other items, which you can check out below. Target also gave customers a cool Star Wars: The Force Awakens BB-8 tote bag, and the cashier at the register scanned the Target Star Wars coupons, so you don't have to worry about having your own copies.

I also stopped by Toys R' Us on my way home, but similar to Target, they were sold out of the Black Series figures as well. Toys R Us did give away a Stormtrooper First Order LEGO piece.

One thing I noticed just about everywhere, is that there is no merchandise from Star Wars: The Force Awakens featuring any of the original characters. Maybe closer to the movie's release?

"Star Wars: The Force Awakens" has a December 18, 2015 release directed by J.J. Abrams from a screenplay by Lawrence Kasdan and Abrams. Kathleen Kennedy, J.J. Abrams, and Bryan Burk are producing, and John Williams returns as the composer.

Actors John Boyega, Daisy Ridley, Adam Driver, Oscar Isaac, Andy Serkis, Domhnall Gleeson, Max von Sydow, Lupita Nyong'o and Gwendoline Christie will join the original stars of the saga, Harrison Ford, Carrie Fisher, Mark Hamill, Anthony Daniels, Peter Mayhew, and Kenny Baker in the new film.