Throughout the next month, the newest line of “Star Wars” toys based on the upcoming standalone spinoff movie “Rogue One” will be unveiled in a series of stop-motion animated films featuring the toys themselves, in a marketing campaign dubbed #GoRogue.
As reported earlier this year, the “Rogue One” toys will hit retail shelves on Sept. 30. The launch date is later in the year than it was for the “Star Wars: The Force Awakens” line which hit over Labor Day weekend in 2015 in an event that was referred to as Force Friday.
Though Sept. 30 is also a Friday, the launch of the “Rogue One” toys will not be referred to as a Force Friday event — another attempt by Lucasfilm, like the “A Star Wars Story” subtitle, to differentiate “Rogue One” from the numbered saga movies.
The #GoRogue video series will come in four parts, the first of which you can view above. The video feature looks at action figures for characters Jyn Erso (Felicity Jones), Cassian Andor (Diego Luna), K-2SO (Alan Tudyk), the Funko figurine for the sinister Imperial Director Krennic (Ben Mendelsohn), a LEGO Death Star playset, and various other toys. The Jyn Erso figure was first put on display at the Star Wars Celebration Europe in July, when during the convention’s “Rogue One” panel, moderator Gwendoline Christie presented Felicity Jones with one of the figures.
The #GoRogue project is headed up by James DeJulio, who runs the Tongal online creative community. The series is co-directed by stop-motion animators Tucker Barrie and Dan Mackenzie and written by Kevin Ulrich.
These videos are both ads for the “Rogue One” toys and the kickoff for a fan competition that will begin in earnest when the toys are released. The #GoRogue contest asks fans to create their own short films with the toys they buy, with winners getting a trip to LucasFilm HQ in San Francisco for a special “Rogue One” screening and a screening of their short.
Pre-orders for some of the toys will open Sept. 2.