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It's Force Friday on 4 September.

This is the date when Disney starts selling merchandise for the forthcoming Star Wars film, some three-and-a-half months before the movie actually hits cinemas. Target, the US department store, is even hosting a midnight opening on Friday to ensure fans can get their favourite toys before the sun rises. Whatever you think of this mixture of fandom and commercialisation, Target’s online "share the Force" campaign, which encourages people to share videos of people playing with Star Wars toys throughout the decades, does a great job of reminding you why the franchise was so successful in the first place.