The Merchandise of Star Wars: Galaxy’s Edge
All images courtesy of Disney
This is part of a series of previews of Star Wars: Galaxy’s Edge, a 14-acre immersive themed experience coming to Disneyland in Summer 2019 and Disney’s Hollywood Studios in late Fall 2019. You can find the rest of the series here, or by clicking the following links:
The rides of Star Wars: Galaxy’s Edge
The food of Star Wars: Galaxy’s Edge
The drinks of Star Wars: Galaxy’s Edge
With its wizard robes and magical wands that interact with shop windows, The Wizarding World of Harry Potter changed the way theme parks look at merchandise. Instead of just selling clothes with a logo on them, or stuffed animals based on popular characters, newer theme park projects like Disney’s Pandora—The World of Avatar view merchandise as another tool to make a theme park feel like an immersive living world. Shops are now stores within the park’s fiction, selling products designed to look like they actually exist within its world. And with Star Wars: Galaxy’s Edge opening at Disneyland and Disney’s Hollywood Studios in Florida later this year, Disney’s prepared to unveil the most immersive theme park expansion yet.
Last week in Disneyland I got a hands-on glimpse at the merchandise coming to Galaxy’s Edge. Brad Schoeneberg, Disney World’s Director of Merchandise Strategy and New Park Experience Development, and Brian Loo, a Creative Producer at Walt Disney Imagineering, walked a small group of journalists through the various toys, gifts and wardrobe pieces that will be on sale in the new park expansions. Together these products and the stores that sell them—what Schoeneberg touts as “next level retail”—will help further the illusion that you’re actually visiting a Star Wars planet when you come to Galaxy’s Edge. And yes, Disney will have a Star Wars equivalent to Potter’s wands—and not just one, but two.
But first, let’s start with the plush. Don’t worry: there will be more than just porgs.
Within the market place of Black Spire Outpost, the settlement in which Galaxy’s Edge is set, you’ll find two different stalls selling stuffed versions of Star Wars beasts and characters. One of them specializes in small plush dolls made by a Toydarian toymaker named Zabaka. Here you can buy dolls that look like the homemade toys Jyn Erso played with in Rogue One. They’re intentionally a little rough looking, like something made by hand, and include small stuffed cartoon caricatures of stormtroopers, Yoda and Chewbacca, along with newer characters like Kylo Ren, Rey and Finn. Zabaka even sells a Toydarian doll, which means it looks like Watto from Phantom Menace. Zabaka’s stall will also sell toy musical instruments that are plastic versions of what alien bands play in cantinas. Disney hasn’t reveal prices for most of the merchandise at Galaxy’s Edge yet, but these stuffed dolls had tags that listed them at $19.99.
Elsewhere in the market you can find Bina’s Creature Stall. This small shop sells a variety of more advanced stuffed animals and other toys that react to your touch. For instance, if you pet the stuffed porg, it’ll let out one of its calls and flap its wings. Tauntauns and wampas roar, the rathtar shakes its tentacles, and one plastic little critter that looks like a cross between a flounder and a loaf of bread lets out a loud croak when it’s squeezed. Even if you aren’t into these kinds of souvenirs, you should still make a trip inside Bina’s stall; it’ll be decked out with small audio-animatronic creatures just living their lives, including an adorable sleeping Loth-cat.
Outside the market place, in another nook of Black Spire Outpost, you can visit Dok-Ondar’s Den of Antiquities. Dok-Ondar’s an Ithorian (you might know ‘em as hammerheads) who collects rare items from the pre-Empire days, when the Jedi and the Sith still battled each other, and you’ll be able to see a massive audio-animatronic version of him sitting behind a protective cage like he’s a regular old pawn shop owner on Earth. In his store you can buy higher-end Star Wars knick-knacks, like weighty busts of Mace Windu and Darth Maul, or other statues and books. You’ll also be able to pick up Jedi or Sith Holocrons, which reveal hidden teachings about the Force when kyber crystals are placed into them. (Basically that means each crystal plays a short prerecorded message from a different famous Star Wars character.) Again, you’ll probably want to visit Dok-Ondar’s shop even if you aren’t in the market for Jedi antiques; between the fantastic audio-animatronic and various other Star Wars memorabilia that’ll decorate the space (including a 12-foot-tall “taxidermied” wampa), this’ll be a small treasure trove of Star Wars Easter eggs.
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