Disney taps into ‘unboxing’ force with Star Wars merchandise release

Global Business

Star Wars fans shop at a toy store at midnight in Hong Kong, Friday, Sept. 4, 2015 as part of the global event called "Force Friday" to release new Star Wars toys and other merchandise of the new movie "Star Wars: The Force Awakens". The massive marketing blitz spans all kinds of media and included an 18-hour global “unboxing” streamed live on YouTube. (AP Photo/Kin Cheung) Star Wars fans shop at a toy store at midnight in Hong Kong, Friday, Sept. 4, 2015 as part of the global event called “Force Friday” to release new Star Wars toys and other merchandise of the new movie “Star Wars: The Force Awakens”. The massive marketing blitz spans all kinds of media and included an 18-hour global “unboxing” streamed live on YouTube. (AP Photo/Kin Cheung)

Disney released its latest products for the next installment of the Star Wars series at midnight on Friday, to the delight of fans around the world. People lined up on “Force Friday” to buy collectible action figures, toys, and games tied to the Dec. 18 film release of “Star Wars: Episode VII – The Force Awakens”.

Capitalizing on the unboxing phenomenon that innundates Youtube, Disney marketing gurus even dreamed up a series of sponsored unboxing events around the world complete with live cheering audiences.

But did they co-opt the phenomenon that is unboxing? Here’s a roundup of both sponsored and unsponsored unboxing videos. Who do you think did it better?

Sponsored unboxing: Hong Kong


Unsponsored unboxing: boogie2988


Sponsored unboxing: New York


Unsponsored unboxing: GhostRoboJr


Sponsored unboxing: South Korea


Unsponsored unboxing: finngamer


Sponsored unboxing: London


Unsponsored unboxing: kwingsletsplays


Sponsored unboxing: Tokyo


Unsponsored unboxing: Blue Duckie


Sponsored unboxing: Sydney


Unsponsored unboxing: Super Gaming Family