Since it’s incarnation in
1977, the Star Wars brand has become an iconic worldwide cultural phenomenon. The extensive media charter spanning nearly
40 years is recognised for being the ''most successful film merchandising
franchise'' - and the expression ''may the force be with you'' arguably became the most appropriate
slogan for the franchise.
On Thursday of this week,
the latest instalment of the films ‘The Force Awakens’ was premièred in London, marking a new era for the Star Wars brand, for a new generation of fans. It is
predicted the film will blast records.
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