Hallmark has partnered with Disney to develop a new line of Itty Bitty collectables based on Star Wars: The Force Awakens.
The new line of Star Wars mini plush characters have launched exclusively in Hallmark Gold Crown stores this month and will become available to independent retailers from this March.
The new line features popular characters from across the hit sci-fi film franchise, including The Force Awakens’ Rey and Kylo Ren, alongside Yoda, Chewbacca, Darth Vader, C3PO, R2D2 and a Storm Trooper.
The launch is being supported by a full point of sale retail campaign, offering retailers standess, window posters, display solutions and bus stop advertising.
Exclusively for Hallmark Gold Stores, a Jumbo Darth Vader will be made available as a prize for an exclusive competition to coincide with the arrival of the Star Wars Itty Bitty line.
Hallmark has revealed that it has further new Itty Bitty lines planned for 2016.
Alison Kildunne, head of brand and marketing for Hallmark, said: “Itty Bittys are definitely turning out to be the latest craze in collectables. As soon as they arrived we began to get queries from customers asking when and where they could get their hands on new characters.
“The Star Wars range looks set to be just as popular as the first Itty Bittys and we have already seen that because of their great look and reasonable price they can appeal to both adults and children.
“We have ensured that we have developed a great marketing plan to support this launch and are confident they will create a real buzz.”