Today marks the second Force Friday. It’s not so much a proper holiday ( the “real” Star Wars Day was a few months ago) as it is a savvy marketing move. Disney started the tradition back in 2015 ahead of the release of The Force Awakens as an opportunity to build hype and announce a bunch of products without giving up too many secrets ahead of the film’s release.
The impending arrival of Episode VII: The Last Jedi has brought a ton of new Star Wars merch, ranging from big names like LEGO and Lenovo to startups including Sphero and littleBits. It’s also offered a little more insight into the upcoming film, including the debut of the BB-9E, a Dark Side sibling of The Force Awakens’ breakout star, BB-8.
Here are a few highlights hitting stores.