Disney unboxes the Force to drive buzz for ‘Star Wars’ toys

September 2, 2015 publisher africa, chris-pirillo, conflict, darth-vader, director-kahn, divided-cities, garnered-nearly, growing, identities, iphone, series-as-seen, the-costume, toys, trying-out-new

By Piya Sinha-Roy and Lisa Richwine LOS ANGELES (Reuters) – When technology and geek culture enthusiast Chris Pirillo purchased his iPhone 6 last year, he rushed home to broadcast himself unboxing the item live on YouTube. The video has garnered nearly 50,000 views and is part of the growing craze of 'unboxing' that is a centerpiece of a live global Walt Disney event, starting on Wednesday evening in Australia, to unveil new toys from its December movie “Star Wars: The Force Awakens.” The goal? The Disney event, to be live-streamed online, is the most high-profile embrace to date of unboxing, where people film themselves opening and trying out new toys and gadgets

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Disney unboxes the Force to drive buzz for ‘Star Wars’ toys