flying the Millennium Falcon yesterday, this morning I returned to Galaxy's Edge for a closer look at the new Star Wars land's food, beverage, and merchandise.After
First up, the merchandise. The biggest store in Galaxy's Edge is Dok-Ondar's Den of Antiquities, which also doubles as a Star Wars museum on its upper level. But the land's two most notable stores are its "merchandise experience" locations, Droid Depot — where you can build your own Star Wars droid (for $100) — and Savi's Workshop - Handbuilt Lightsabers — where you can do just as the name says, in a small class with a master builder, for which you pay $200.
The most visually appealing sales location in the land is the Black Spire Outpost Market, which is home to several stalls including Black Spire Outfitters, Toydarian Toymaker, and the Creature Stall. We visit them in this video I did with Brad Schoeneberg, Director, Merchandise Strategy & New Parks Experience Development for Disney Parks.
Yes, it's interesting that Disney has built a Star Wars land and filled it with Star Wars merchandise that never says "Star Wars" on it, except on removable sales labels. But it's even more interesting how Disney is focusing so much of its merchandise development efforts on creating sales experiences rather than sales product.
For many fans (including me), merchandise is just more junk that takes up space in our homes. A significant and perhaps growing percentage of the market is more interesting in spending money on experiences rather than "stuff."
Galaxy's Edge is designed for that consumer. Even the relatively straight-forward stalls are set within the amazing visual design of the marketplace. Dok-Ondar's is a tribute to fan service as much as souvenir shop. And the Droid Depot and Savi's are selling their assembly experiences as much if not more than the products you might make there.
Does it work? That's for you to decide, when you choose whether to open your wallet for this or not. But until you get to Galaxy's Edge, let's talk here. What of this — if anything — looks good to you?Tweet
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