Various merchandise items have become the hot gift choices of the season.
Several video games and mobile apps are also now the "in" thing, and a life-sized X-wing fighter is on display at the SM Mall of Asia.
"That was made locally, so it was one to two months in the making, but of course, with the guidance of Disney because we want to stay true to the actual design of the X-wing fighter," said Ria Canteras of SM Lifestyle Entertainment.
The Star Wars universe is expanding, and it has cemented its footprint in the Philippines this year with its partnership deals with the SM group and Globe Telecom.
Several Philippine companies have also partnered with Star Wars, hoping to ride on the strength of the iconic entertainment brand.
It's the companies that are paying to become Star Wars partners with Disney not even needing to spend much.
Many Filipino fans are happy with the expansion of the Star Wars brand in the country.
"When we first saw the trailer, even while wearing our costume, we were in tears. It took many years for another movie to be made," said Star Wars fan Arnel Serioso.
SM would not say how much it had to pay to use the Star Wars brand, but it said the investment was worth it as it can use Disney, Pixar and Star Wars titles for the next five years.
"We'll have more interactive activities. Anybody would want to partner with Disney because it was passed on from one generation to the other," said Canteras.
This trend has become a global phenomenon with all kinds of Star Wars themed products launched--ice cream, multivitamins, and even a commercial aircraft.
Here in the Philippines, expect to see more Stormtrooper or Darth Vader characters as well as Star Wars exhibits in various establishments across the country.
Star Wars is multi-billion dollar brand and it's not surprising that many companies would like to partner or use the brand because even in a business sense, "the force is strong with this one."
source: www.abs-cbnnews.com
