Disney taps AR content for 'Star Wars Force Friday' toy rollout

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The augmented reality experience is being timed to coincide with Force Friday II, the global event taking place September 1-3, which will roll out new toys and merchandise in advance of Star Wars: Episode VIII - The Last Jedi.

What is it exactly? Starting on September 1, Force Friday, and running through September 3, you can use Find the Force to find Star Wars characters out in the world, not unlike Pokemon GO.

You can take photos or even short videos interacting with the characters, and even Admiral Ackbar is already discoverable. Further details on that particularly enticing Easter egg are yet to be revealed, but we imagine Disney has hidden some details on one of the sequel's new recruits - such as Laura Dern and/or Benicio Del Toro's characters - and stowed them away as part of this novel AR campaign. With The Last Jedi coming out this December, Force Friday II is happening this September.

If you can't wait till next week, you can see the augmented reality characters in action now by downloading the latest version of app now and unlocking those Penguin-like inhabitants of Ahch-To, Porgs.

It's not the first time Disney has dabbled in AR, as the original Star Wars app featured a Stormtrooper, BB-8 and other characters.

"We are excited that augmented reality will allow fans to experience the universe in a whole new way", Kathleen Kennedy, the president of the Disney-controlled Lucasfilm, which is responsible for the cinematic series that originated in 1977, said.

Mark your calendars, Star Wars fans.

Lest you think this is a minor PR stunt, Find the Force will be available in 20,000 stores in 30 different countries, including Best Buy, Apple, Kohl's and Petco (?).

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