By Sarah Vizard

Everyone is talking about Star Wars. How do you ensure you make the most of that opportunity?

Star Wars is a cultural phenomenon. It is very much a part of the fabric of our society. What we’re seeing with the Star Wars merchandise is a ramping up to benefit from a moment in time that the movie will provide us.

The movie is a rallying point for us to be able to introduce the franchise to a new generation but at the same time rekindle the emotional connection people have with the franchise and then use the movie as a way to Read full story ›

Source: Marketing Week