The Star Wars “March to May the 4th” campaign began 21 March in New York City, with new product announcements including toys, apparel, accessories, collectables and more. The march started with a takeover of the Empire State Building, including a lighting ceremony by Hayden Christensen who portrays the antagonist Darth Vader.
The spectacle was synched to John Williams’ The Imperial March (Darth Vader’s Theme), and culminated in a showstopping dynamic light show displayed on the façade of the world-famous New York landmark. The five-minute light show featured scenes from the Star Wars saga, with a special focus on fan-favourite villains including Darth Vader, Emperor Palpatine, stormtroopers and more.
The takeover of the Empire State Building includes interactive photo moments, which highlight new Star Wars consumer products in window and observatory deck displays. On the iconic 86th Floor Observatory, Star Wars fans can pose with a life-size Funko Pop! Darth Vader figure with a backdrop of unmatched New York City skyline views.
To celebrate the 25th anniversary of Lego Star Wars, the Lego Group is featuring a museum-quality display of life sized Star Wars villains built from Lego bricks, including six-foot tall, brick-built recreations of Darth Vader and Darth Maul on the building’s 80th floor. The building’s iconic Fifth Avenue Lobby windows feature a special Star Wars display that depicts imagery of Darth Vader, Darth Maul and stormtroopers amid an array of Star Wars merchandise.
Select activations throughout the building and within the Observatory Experience will remain open to the public through 29 April.
Additionally, Hasbro and Amazon have teamed up to create a Star Wars experience with something for every Star Wars fan on the first floor of the Empire State Building. The immersive retail experience offers visitors photo opportunities with costumed characters, including Darth Vader, and photo backdrops featuring iconic scenes inspired by the films.
Visitors will be able to check out the latest Hasbro Black Series helmets or wield their favourite character’s FX Elite or Kyber Core Lightsaber adult and kid collectibles. The Hasbro and Amazon experience will remain open to the public through 23 March.
“We’re excited to unveil a broad range of new products for fans of all ages with our extensive roster of licensees and retailers as we all march to May the 4th. We really brought the power of the Empire to the Empire State Building with this Star Wars takeover, creating a moment only fit for one of the strongest entertainment brands and most enduring franchises in the world,” said Lucasfilm, Disney experiences global brand commercialization senior vice president Paul Southern.
New products include the first of three new Star Wars dark side timepieces from Citizen Watch – STAR WARS| Citizen Imperial Stormtrooper, the LEGO Group’s Invisible Hand and Boarding the Tantive IV, together with products from Just Play and Panasonic.
The Disney Store collections launching in the weeks leading up to May the 4th including the dated May the 4th collectible pin and tumbler, and a thrilling collection created in honour of the 25th anniversary of Star Wars: The Phantom Menace.
Disney Store also announced The Sith Apprentice: Darth Maul Legacy LIGHTSABER Set – Limited Edition, complete with light and musical effects, launching on 4 May 2024. For photos from the event, please view our media gallery.