San Fernando Valley Business Journal

Disney, Hasbro Team on Star Wars Toys

By Mark Madler Thursday, April 13, 2017

Walt Disney Co. is teaming up with Hasbro on a new line of toys based on characters from the Star Wars universe.

The Burbank entertainment and media giant will also release animated shorts and a two-part television special for the “Star Wars Forces of Destiny” initiative. The shorts will feature key characters including Princess Leia; Rey, the lead from “Star Wars: The Force Awakens”; and Jyn Erso, from “Rogue One: A Star Wars Story.”

Kathleen Kennedy, president of Lucasfilm, the Disney division that owns the “Star Wars” franchise, said the new initiative will be appreciated by anyone inspired by Leia’s heroism or Rey’s courage.

“We’re thrilled that so many of the original actors are reprising their roles in these shorts which capture the small moments and everyday decisions that shape who these characters are,” Kennedy said in a prepared statement. “It is a fun new way for people to experience ‘Star Wars.’”

The animated shorts will be available on the Disney YouTube channel starting in July. The television special will air on Disney Channel in the fall.

Hasbro will release new 11-inch Adventure Figures – a fusion between traditional dolls and action figures – and accessories that include a Jedi Power Lightsaber toy and Rey’s Extendable Staff.

Shares in Disney closed Thursday up 16 cents, or a fraction of a percent, to $113.20 on the New York Stock Exchange.