Disney Unveils ‘Star Wars’ 50th Anniversary Plans: Lego Sets, Hasbro Collections and Immersive Experiences

by · Variety

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Disney is preparing to turn the 50th anniversary of “Star Wars” into a yearlong celebration, with a slate of new merchandise, immersive experiences and theatrical releases throughout 2027.

The anniversary’s centerpiece is the return of the original “Star Wars” to theaters on Feb. 19, 2027, in a newly restored version of its 1977 theatrical release. The film, later retitled “Star Wars: A New Hope,” will screen in a range of formats, including IMAX 70mm, digital IMAX, 70mm, 35mm and 4DX. It will mark the first time the original movie has been presented in IMAX.

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Lucasfilm and Disney Consumer Products have also unveiled plans for the franchise’s milestone, enlisting longtime partners including Lego, Hasbro, Adidas and Mars for commemorative collections and collaborations.

The merchandise rollout begins this week, with Hasbro opening preorders on Nov. 12 for anniversary figures across its Black Series, Vintage Collection and Retro Collection lines. The new releases will draw on the company’s decades-long relationship with the franchise, which began with the original Kenner action figures that helped transform “Star Wars” into a merchandising powerhouse.

Lego, meanwhile, is marking 30 years of its own partnership with Lucasfilm with seven commemorative sets arriving globally on Jan. 1, 2027. The collection will feature reimagined poster tiles and exclusive minifigures inspired by Ralph McQuarrie’s original concept art.

Elsewhere, Adidas will introduce a streetwear and footwear collection inspired by the characters and aesthetics of the original 1977 film, while Mars will bring “Star Wars” branding to its snack portfolio, including M&M’s, through exclusive products launching throughout 2027.

Cosm will begin hosting full-dome screenings of “A New Hope” at select U.S. locations in late March, complete with themed food and beverage offerings.

Philadelphia’s Franklin Institute will host the world premiere of “Star Wars: The Experience – A Journey Through the Galaxy,” an 18,000-square-foot exhibition developed in collaboration with MDSX, Lucasfilm and Disney Consumer Products. Billed as the franchise’s largest behind-the-scenes exhibition to date, the experience will run from Feb. 13 through Sept. 6, 2027, with general-public tickets going on sale Nov. 12.

The festivities will extend into the summer with the release of “Star Wars: Starfighter” on May 28, nearly 50 years to the day after the original film opened in theaters on May 25, 1977. Directed by Shawn Levy and starring Ryan Gosling, the standalone adventure marks the franchise’s latest big-screen installment and will receive a release in multiple formats, including IMAX 70mm at select theaters.