Hasbro Will Not Show The Force Awakens Toys at Toy Fair


the-force-awakensHot off the heels of prototype figures leaking out of China, today Hasbro has announced that they will not be showing any toys from The Force Awakens at the upcoming Toy Fair in New York. Every year toymakers will show off their new toys for 2015 at the event, but thanks to the JJ Abrams Mystery Box you won’t get to see any of the new Star Wars toys until they hit store shelves later in the year.

Hasbro actually announced this via their PR company with a press release, that’s how serious they are about not showing the toys:

As usual, Hasbro will be exhibiting a variety of fun and exciting Star Wars products from across its portfolio of brands, including Star Wars action figures, Star Wars Galactic Heroes and more. There will be no toys based on Star Wars: The Force Awakens (Star Wars Episode VII) shown at Toy Fair this year.

Obviously, we know that there’s a huge amount of anticipation for Star Wars toys this year, and we wanted to be forthcoming about this as we know it might make a difference for some of you in regards to travel plans. While we’re happy to host all of you at Entertainment Brand Preview Day and look forward to having you check out the latest and greatest toys from Star Wars and Hasbro’s other exciting brands, we want you to have as much information as possible to be able to plan your travel and coverage.

They make a point there, as some people were likely planning to attend Toy Faire only to get a look at the new Star Wars toys. It’s not like the toys won’t fly off shelves, but for those who thought the Mystery Box wouldn’t affect the marketing and promotion of The Force Awakens this is a harsh reminder that it most definitely is.