In an interview with the Star Wars design director at Hasbro, Steve Evans, it's mentioned the merchandise released for Force Friday was specifically chosen to avoid spoilers and featured products already seen in the trailer and the first third of the movie (via fastcodesign).
Matter of fact, if you thought you had seen all The Force Awakens merchandise previewed on Force Friday, think again. While dozens of new action figures were shown off, those were carefully selected to be only from the first third of the film so as to not give away anything which hasn’t been already seen in the trailers.
“As we lead up to December 18th, there’s a certain amount that gets released,” says Evans. “There are certain surprises from our product line that no one knows about, that we’ll release leading up to the movie, at the movie, and beyond the movie.”
Another character noted to be absent from not only the merchandise but all the promotions is Supreme Leader Snoke played by Andy Serkis. Per Evans' words above, we'll eventually see Snoke in action figure form as soon as the character is revealed in a trailer or even following the premiere of the movie.
"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.
Star Wars: The Force Awakens Trailer: