It is a marketing ploy, but, well, there's nothing inherently wrong with that- Don't get me wrong, Companies can certainly cross liens with how they release things, but Midnight releases are just hype building, and hype building is just a scaled up version of what merchants have been doing to make a living since humanity began using arbitrage. I certainly don't see how this is hugely different from the Gencon pre-releases FFG has done in the past (Yes, there might be a little buying blind element, but that's true a lot of the time when buying a new release)

If you don't like Midnight releases, don't go. I generally don't go to midnight releases unless the event is more than just buying product, like, say, Magic: The Gathering Midnight Pre-releases (Which are sealed tournaments).

This just in! Company tries to sell things! More at eleven!

I hope no one here raging against the corporate machine allows Disney / FFG to get a single dollar from you.

Stand on principle!

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.

I had to login after I read this post. It's exactly how I feel about this whole thing. Companies are making official announcements about their products, they have the YouTube channel live with unboxings, and FFG is silent. if you look at the leaks and other information coming out about the toys the quality of the Hasbro stuff is in question. I can't get excited about stuff coming out IF I DON'T KNOW WHAT IT IS. Plus, it really feels like the promotion and merchandising has jumped the shark. The demented Chewie on the soup can really puts this whole thing over the top.

Part of me wants to goto the release. Just to see how it goes over. If it was a Friday night for Saturday I could see a big turn out. But Thursday night, a school night? Also most businesses holiday pay requires you to be on time the day before and after a holiday and Monday is Labor day. This has the makings of a big bust. That said I can see a bunch of Collectors out wanting to get first crack.

Is every Target doing the midnight release?

Y'know... I consider myself VERY lucky that my daughter didn't like Frozen too much. Serious. I lucked out. She doesn't care much for Star Wars either. Sigh. The nieces love it, tho,

I agree. I think it is premature for Disney to sell Episode 7 stuff when all we have of Episode 7 are a couple trailers. I would prefer to see if the movie is any good before buying any merchandise relating to that film.

I agree. I think it is premature for Disney to sell Episode 7 stuff when all we have of Episode 7 are a couple trailers. I would prefer to see if the movie is any good before buying any merchandise relating to that film.

Haha.

(a) As long as it's better than Episode 1, I will see it multiple times. And I have confidence it will be. TAKE MY MONEY!

(b) What does the movie being good have to do with new game pieces? TAKE MY MONEY!

Is every Target doing the midnight release?

NO. But you can hit their website and find the closest to you that is.

I think you are right. but why build the hype? two theories:

A) Some or all of the OT chracter's are going be killed off. This will be dampered by everyone having month's in advance to play with and fall in love with the "new" characters. (Notice the lack of Han, Leia, and Episode 7 luke action figures in the wave 1 release?(exception: Lego)).

B) Civil unrest in China may lead to a factory shut down/civil war, and the toy market would have a huge gap (exception again: lego, for the most part). Disney wants to ensure that some episode 7 toys hit the shelves.

Either way, it does seem like a blind panic rush built by Disney to get exclusive toys. Just look at the new "black" X-wing. It's very dark grey, not actually black. the lightsaber on the 31 inch tall figure looks like a twizzler.

Unless it's from Fantasy Flight or Lego, i'm not going to trust it to much. (except the RC BB-8/quadcopter falcon, because reasons).

I'm going in couple of hours for a few reasons.

1) I am up anyway. Being a night-owl staying up until 2 AM is no big deal.

2) I love Star Wars so there is that.

3) There is an off-chance that there may be some Target-exclusive stuff that I can get my grubby little mitts on.

4) A Participating Target is 5 minutes from my house so if it sucks I can be in bed by 1 AM.

5) There is a chance for me to win a 4 foot tall Chewy, who can pass that up.

6) You only live once so why the hell not.

The only good reason I could think of not to go is sleep. Who needs that?

Well, it was a bit underwhelming. No X-Wing stuff aside from the new Core Set (of which I now have 2). I was hoping for an exclusive or something. I also missed out on the 4-foot stuffed Chewey. That was the real bummer. They did have a boatload of clothes and LEGO.

I do have to say that Star Wars fans seem to be pretty mild mannered and courteous. There was no pushing and shoving. There were a lot of "excuse me" and "i'm sorry" in non-snotty ways. I was in and out in 30 minutes or so.

The owner of my FLGS said he will be getting the product in two weeks. I'm happy to wait and buy from him.

It is a "door buster" event. Limited quantities, you have to go from one end of the store to the other, 1st come 1st serve but just in case the stores runs out everything else is also available for sale.