30 Nov '15, 1pm

US retailers are struggling to meet demand for toys of female #StarWars character

LOS ANGELES — Walt Disney has what could be its most formidable heroine ever in Rey, a main character in Star Wars: The Force Awakens. She could be a merchandising juggernaut too. In trailers, the protagonist played by English actor Daisy Ridley races a land-speeder, wields a staff-like weapon and helps pick an exhausted male ally up off the ground. Not much is known about her, because Disney’s keeping a lid on details before the movie’s Dec 18 opening. One sure thing is that Rey is part of a push by the world’s largest entertainment company to attract more girls and women to the Star Wars franchise, and extract more money from them. It’s a smart move, said Bank of America Merrill Lynch analyst Jessica Reif Cohen. “This is going to be massively financially successful. Literally everyone I know wants to see this movie, male or female.” Disney has expanded Star Wars merchand...

Full article: http://www.todayonline.com/entertainment/movies/star-wars...

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