The latest trailer for the latest Star Wars installment - Star Wars: The Force Awakens has been released and the force is very strong with this one. Director J.J. Abrams introduced the new teaser trailer at Star Wars Celebration in Anaheim this week and it reveals a lot more than the first teaser. Some old faces appear including Han Solo, Chewbacca and R2-D2 along with the destroyed mask of Darth Vader while Mark Hamill, reprising the role of Luke Skywalker does a voiceover.
With a bowl-shaped head and a spinning body, BB-8 is tipped as the next marketing star of the Star Wars series.
It's only April, but toy retailers are already getting excited about Christmas.
An American manufacturer this week unveiled the toy that many in the industry believe will be the knock-'em-dead hit with children across the world this year. It's a cute-looking orange, white and grey robot with a giant football of a body and a small bowl-shaped head on top.
But this is not any old robot. It's a new Star Wars robot.
Almost 40 years after R2D2 and C3PO made their entrance, it's time to meet BB-8, the mechanised star of the latest movie in the franchise, Star Wars: The Force Awakens.
In the beginning ... marketing maestro George Lucas with original Star Wars robot C3PO.
The new ball droid has appeared in the first teaser trailer. It is not a computer-generated image, as fans had originally thought, but a fully operational prop. Unlike R2D2, there's no actor tucked inside; instead, its innards - a mix of gyroscopic technology, accelerometer and battery pack - are brought to life by a puppeteer, who manoeuvres it about on screen before being "erased" digitally in the final edit.
The toy version of the spinning droid with the cute bobbing head is believed to be assembled using magnets, and its speed and direction controlled by a smartphone. It is expected to cost about US$150 ($197).
Conveniently, the movie is due to open a week before Christmas. Parents, start saving now.
Because even though Star Wars movies are big - this will be the eighth in the series - Star Wars merchandising is bigger. It is estimated that the value of its merchandise sold around the world since the release of the first movie in 1977 is in excess of 3 billion ($5.9 billion).
When Star Wars creator George Lucas sold his Lucasfilm company in 2012, Disney paid more than 2.5 billion for it.
Such amazing numbers demonstrate where Lucas' extraordinary genius really lies - not in making the movies (Harrison Ford complained of the first Star Wars script that "you can type this s***, George, but you sure can't say it"), but how to merchandise them.
In the late 1970s, before anyone else in Hollywood, Lucas realised the value of R2D2 action figures, Luke Skywalker mugs and Darth Vader cruet sets (yes, really). Until that point, the studios had seen movie merchandise as a jolly add-on, free advertising for a successful film. Lucas sensed it could be very much more important than that.
At a time when his market rate to direct a film was about US$500,000, he took a mere US$100,000 to write and direct the first Star Wars movie, with one proviso: he would have the merchandising rights to himself. It was a billion-dollar decision.
"Nobody will admit to being the person at Fox who let this deal happen," says the lawyer who negotiated the deal for Lucas, Tom Pollock. "From a studio standpoint, it was one of the major mistakes of all time."
But why is the Star Wars saga - famously described as "cowboys and Indians in space" - so enduring?
Why do so many kids (and former kids) keep returning to the cinema to see each new episode and to the toy shop to bring it home with them?
Matt Hills, professor of film and TV studies at Aberystwyth University in Wales, says: "You can see Star Wars as a type of contemporary mythology. It has a timeless clarity and structure."
Hills is in his early 40s and still has all the toys - "Obi-Wan Kenobi, Luke Skywalker, Darth Vader, the lot ... " - that his parents bought him after the first movie was released.
Hills says: "A lot of the affection and nostalgia audiences feel isn't just for the films, it's for the action figures they had when they were young."
It's a mutually reinforcing arrangement: a pile of Star Wars toys at home encourages families to see the new Star Wars movie, and the movie encourages them to go home and buy more Star Wars toys. More than that, the books, toys and trinkets keep the franchise alive in between movies.
The weird thing is that you don't even have to like the films to want the toys.
My 8-year-old son George has never seen any of the movies, but he has boxes of Star Wars Lego, there's a lightsaber in the corner of the play room and he's downloaded Star Wars apps on to my phone.
Will he be getting a BB-8? Let's wait and see what Father Christmas decides.
