I think it is safe to say that I am invested in Star Wars, and like many of us here, I am very excited for what will be available tomorrow.

However, at my core, I feel uneasy about "Force Friday."

While I am huge fan of Star Wars and have practically consumed it's various books, games, and merchandise since the original trilogy, I also like to think of myself as an informed consumer - basing my purchases on research and patience. And this is where my problem with tomorrow lies.

You see, there is nothing new about midnight-releases, and I've taken part in some myself. The problem this time, (leaks aside) is that we have absolutely no idea what we are standing in line for besides, "Star Wars stuff." When I stood in line at midnight before, I had some rough idea what it was I was getting. I'd seen trailers, and images, and even reviews by people with early access. I'd considered my options, researched the object's value and made an informed decision. While I won't speak for any of the million companies making stuff that will have "Star Wars" on it, I do trust FFG to make a good product, but without our usual access to pre-information about pilots and upgrades, we are in a sense gambling on "mystery boxes."

Now I'm an old man and will be in bed at midnight tomorrow. I will read the forums over the next few days and in a week or two eventually add the new ships to my collection... but what sits poorly with me is the WAY this whole "event" is being manufactured. YES... while it was important to not spoil characters, plots, etc... this whole situation in my opinion has been perfectly orchestrated to the note to create one thing:

A shopping environment driven by Panic.

When people have time to reflect upon purchases, companies know that there is a chance we will change our minds and not buy. As consumers, we are weakest in the moment. This is why car sales are pushy and why candy fills check-out lanes. It's why video games tout pre-orders even though the store will have piles of copies available. When those doors open tomorrow, rabid fans will flood into stores and online, and before they completely understand what they have, they will have bought it out of fear that they 1. won't be the first 2. won't be able to later.

NOW... please, I'm no conspiracy nut. I love Disney and Star Wars and I love that we will be able to see it on store shelves again soon. I will buy the T-shirts and try to get my 5 y/o girl away from Frozen for a minute to watch... but I also know that Disney/Lucasfilm knows what will happen tomorrow, and they made certain it would.

Yeah, I mean I don't think there's any other explanation for it other than trying to sell stuff is there?

To me it's like Disney are acting like they are doing people a huge favour by allowing them to go and buy loads of new Star Wars toys, which is mad?

"You're Welcome" - Disney regarding 'Force Friday'

The companies get a chance to capitalize on the enthusiasm fans have for this franchise, and the fans get a chance to release some of that pent-up excitement that's been building for Episode 7 for months, in an environment where they'll be surrounded by other fans.

I'll hold off on the initial rush, as I don't want to buy anything until I see exactly what FFG is planning for Episode 7. If I'm going to pay full price for a new core set that I can get at my FLGS later, I'd rather give them the money than Target. That information will likely come early tomorrow once their news embargo is lifted. It's not like FFG is only going to release a limited wave of new core sets that will only be available tomorrow. If it sells out before I get one, I'll just wait until more become available.

I have not gone to any midnight releases for any Star Wars toys. I just go early the next morning before work and get what I want with no hassle of a bunch of people fighting over it.

I will only be sticking with things I know churn out quality, FFG's X-Wing and the Legos. Hasbro's quality has waned hard the last 4 or so years (supposedly economic reasons, whatever they still bank), but the X-wing with Poe seems cool.

Aside that, totally agree Disney is watching from their smug tower, "privileging" us with the opportunity to give them money.

While I am huge fan of Star Wars and have practically consumed it's various books, games, and merchandise since the original trilogy, I also like to think of myself as an informed consumer - basing my purchases on research and patience. And this is where my problem with tomorrow lies.

You see, there is nothing new about midnight-releases, and I've taken part in some myself. The problem this time, (leaks aside) is that we have absolutely no idea what we are standing in line for besides, "Star Wars stuff."

I agree in principle. However:

(1) Disney and FFG haven't released any public information about FFG's "Star Wars stuff". A substantial amount of information about it exists anyway.

(2) I'm a happy owner of every other product in FFG's X-wing line except the Death Star playmat. By induction, FFG's "Star Wars stuff" is likely to make me happy, too, so I don't object to a blind buy here the way I might otherwise.

(3) The stakes are pretty low. I'm not buying a $1500 TV or a $30,000 car on impulse with no research or clear idea what I'm getting--I'm planning on spending $40 on toys (and maybe a new pair of PJs for my toddler, who can already say "Vader" and "Wookiee"). Even if it's a total write-off, I can make it up by packing a lunch instead of going out a couple of times next week.

If you always packed a lunch you'd be a millionaire!

I don't feel like standing in line for anything, not when the whole content will be spoiled somewhere on the internet within 24 hours and the thing will probably show up at my local gaming store the next time that I go. I can theorycraft without the real thing in hand and not having it right away will just mean that I'll be forced to play wave 7 stuff the next 2 or 3 games. Nothing dramatic there

The whole content has already been spoiled on the internet.

I don't think that there's any real element of fear, so panic really isn't justified. Hysteria maybe, or excitement, but not panic.

relax Francis.

maybe you should just enjoy it instead of dissecting it into some evil corporate money grab.

I don't feel like standing in line for anything, not when the whole content will be spoiled somewhere on the internet within 24 hours and the thing will probably show up at my local gaming store the next time that I go. I can theorycraft without the real thing in hand and not having it right away will just mean that I'll be forced to play wave 7 stuff the next 2 or 3 games. Nothing dramatic there

Spoiled over a week ago now.

Looks like each participating Target will be getting 11 or 12 of the core sets for what its worth. I wont be standing in line either. Just an FYI if you plan on dropping by the next morning. Good chance it may not be there.

relax Francis.

maybe you should just enjoy it instead of dissecting it into some evil corporate money grab.

relax Francis.

maybe you should just enjoy it instead of dissecting it into some evil corporate money grab.

I'm actually ambivalent. I do enjoy economics though, and the structures behind how and why we many decisions. I've always hated the "environment" pre-ordering video games has created (systems are another story, at least for the first few weeks) and I'm more curious that this is the strategy that they took. It certainly is exciting if nothing else.

And to address another comment, Yes, we do know what is coming. But leaks are just that. If everything had gone 100% as expected, we would have no idea.

Actually, if spoiling the plot is what you are shooting for, I highly recommend getting the soundtrack if available. Between the music tone and the track names, there isn't much left for November.

The whole content has already been spoiled on the internet.

No it hasn't (or at least I haven't found it). The thing that I am most interested in from the core set is the full contents of the RRG and Learn To Play booklets.

Those will likely be showing up on the FFG website tomorrow.

relax Francis.

maybe you should just enjoy it instead of dissecting it into some evil corporate money grab.

It's not evil but it is absolutely a money grab. Waiting until the Christmas season to release a film that spawned the modern movie toy juggernaut and releasing a big batch of toys PRIOR to the Christmas season and film as opposed to after the film but before Christmas (when excitement will have waned) is entirely calculated. It is also brilliant.

I dunno. The whole thing is weird, but I think this way works better than a slow release of product over the next few months leading up to ep7. At least this way, you know exactly whats out there and when, instead of just going to the store and happening to notice the new release (I'm mostly talking about toys here, not X-wing stuff).

If Disney builds the brand into something that loses the whole 'nerd' aspect, I'm all for that. I remember growing up and being teased for liking SW (I'm 32, so I didn't grow up with the original releases). I don't want that for anyone.

Actually, if spoiling the plot is what you are shooting for, I highly recommend getting the soundtrack if available. Between the music tone and the track names, there isn't much left for November.

I'd be shocked if the score is already available. They just finished recording in August if the interwebs are true. And Williams is notorious for not simply releasing everything but crafting an album, merging tracks into symphonic suites, etc....

And hopefully there won't be a Qui-Gonn's Noble End-esque track for ......... death scene

relax Francis.

maybe you should just enjoy it instead of dissecting it into some evil corporate money grab.

It's not evil but it is absolutely a money grab. Waiting until the Christmas season to release a film that spawned the modern movie toy juggernaut and releasing a big batch of toys PRIOR to the Christmas season and film as opposed to after the film but before Christmas (when excitement will have waned) is entirely calculated. It is also brilliant.

I hadn't even thought of it as a "Disney Christmas!" Black Friday be warned. Shopping begins in September now!

Definitely a money grab. But once I buy what I want and take it home, I can enjoy it as I please. That doesn't mean I conform to their intent. After all, if what I buy isn't decent quality, I'm taking it back for a refund.

... this whole situation in my opinion has been perfectly orchestrated to the note to create one thing:

A shopping environment driven by Panic.

As others have stated, I just don't see the panic. Fear of what? Not getting it before it's sold out? Well, there are only a few local Targets that are opening at Midnight and plenty of others that will still have them on the shelf come 8am the next day.

It's more about "creating a buzz" or level of excitement. Oh, be the first to buy the cool toy that everyone else will eventually get for an Xmas present.

... this whole situation in my opinion has been perfectly orchestrated to the note to create one thing:

A shopping environment driven by Panic.

As others have stated, I just don't see the panic. Fear of what? Not getting it before it's sold out? Well, there are only a few local Targets that are opening at Midnight and plenty of others that will still have them on the shelf come 8am the next day.

It's more about "creating a buzz" or level of excitement. Oh, be the first to buy the cool toy that everyone else will eventually get for an Xmas present.

And there is no benefit to them in creating permanent scarcity. Sure - this weekend will likely have somewhat limited runs but for the most part - they want to let everyone that wants to spend money do so.

The only reason to have permanent exclusives is to drive traffic to other venues - like the Disney parks or the D23 type conventions. Stores may have exclusive items but they won't be rare (ideally) because there is no after-market benefit to Disney. Of course it's threading a fine needle between overproducing and having dead inventory but an early blast will also let them see what the huge Christmas items might be. They might be thinking the large X-Wing will be a hit but it may be a dud. Knowing that in September before flooding the stores in November (or knowing what the sleeper hit turns out to be) is golden information.

Okay, I've revoked my stance on waiting after seeing this:

http://www.engadget.com/2015/09/03/sphero-bb-8-star-wars-toy/

TAKE MY MONEY.

I don't think this will be that bad. Certainly nothing like Black Friday stampedes. If it is that bad....I can just go home and buy later.