Walt Disney Co. is introducing new toy merchandise ahead of the upcoming "Star Wars: The Force Awakens" film set for a Dec. 18 release.
Company officials will be hosting a "Force Friday" event on Sept. 3, where toy products related to the movie will be showcased. The event will take place in 15 cities and 12 countries over a span of 18 hours.
The upcoming event is designed to promote the movie's characters.
"Star Wars toys have always played an important role in how our fans interact with the saga," Lucasfilm President Kathleen Kennedy writes in a press release.
"They've inspired multiple generations to relive the experience of the movies and to create new adventures all their own. These spectacular Star Wars: The Force Awakens products will continue that tradition."
Shares of Walt Disney Co. dropped eight percent earlier this month following the release of its unfavorable third-quarter results.
The multinational mass media conglomerate's revenue was unable to reach analyst estimates for that period. Walt Disney made $13.1 billion in revenue, trailing behind the projected $13.2 billion total, USA Today reports.
Despite this loss, the company's leadership expects profits to increase as changes will soon be introduced into the Walt Disney's marketing model.
"The reduced subscriber growth is an ongoing industry trend," Jefferies analyst wrote of their loss, USA Today also reports.
"However, with ESPN's largely fixed programming slate (i.e., sports rights), the impact on (earnings before interest and taxes) will be slightly more pronounced vs. peers."
Walt Disney Co. was founded in 1923 in Los Angeles.
