Big interview
DESTINY AWAITS A not so long time ago, in a galaxy... just outside of Hammersmith, Disney unveiled the latest spin-off in its ever growing Star Wars franchise. Disney Consumer Products' Anna Chapman talks to Jade Burke about its burgeoning movie business, plans for video games and how Star Wars: Forces of Destiny is bringing in a whole new audience
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or many years, something that has been really important to Star Wars is the characters that little kids can grow up and recognise a little bit of themselves in.” It's insightful sentiment from Kathleen Kennedy, president at LucasFilm, and one that offers a glimpse into the thought process behind the sci-fi saga's latest development: the launch of Star Wars: Forces of Destiny. An iconoclast of pop culture, for years fans have projected upon the Star Wars doctrine, while likewise the movies have reflected it back at them.
"Hasbro's adventure figures are creating a whole new play-pattern for Star Wars." Anna Chapman, Disney CP It stands to reason then, that at a time in which female empowerment is finally ifiltrating the entertainment industry's big spend roll-out, Disney is shining the spotlight on its cast of strong female leads. From Princess Leia to Rey, Disney's Star Wars: Forces of Destiny is putting the franchise's female heroes in the driving seat of a new animated series and action
doll line from Hasbro, in a bid to bring the brand to a new generation of new audiences around the world. The call for less gender specific toys inspired by the juggernauts of pop-culture entertainment has finally been heard. “We are excited to have recently announced Star Wars: Forces of Destiny; a new initiative celebrating the inspiring stories of iconic heroes from across the Star Wars universe,” Anna Chapman, vice president of Disney Consumer Products, EMEA, tells ToyNews. With more shorts slated for release this year and starring the likes of Jyn Erso, Sabine Wren, Princess Leia, Ahsoka Tano and more, Disney is tapping into the girls’ space, ensuring Star Wars is an all encompassing brand that isn’t constrained by gender specificity. “As part of this, we are launching an original series of animated shorts from this July, supported by a line of toys from Hasbro this September, including new ‘adventure figures’. These are a fusion between traditional dolls and action figures, with an authentic and unique styling, creating a whole new play-pattern for Star Wars.“ Disney’s move is, of course, in stark contrast to Hasbro’s previous attempt at a toy line for the franchise. When Star Wars: The Force Awakens launched in August 2017 | toy news | 11
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