Disney and Lucasfilm have announced partnerships with Porsche, United Airlines, Samsung Mobile, Dannon, Bose, GE, McDonald’s and General Mills to promote the upcoming release of Star Wars: The Rise of Skywalker, via Entertainment Weekly.
“We wanted for this last chapter in the saga go and get really best-in-class companies,” Lylle Breier, Disney’s Senior Vice President of Global Marketing Partnerships and Promotions, said in a statement. “It’s a great creative challenge and is one of the things that’s important is choosing the right brands that will really step it up and so it feels integrated. It feels celebratory and it works organically so you never say, ‘Boy why is that company partnering with Star Wars?’ We want it to feel seamless.”
Among the Star Wars advertisements and promotions each company will roll out are a Star Wars-themed aircraft design from United Airlines, Bose will create "audio experiences" for the official Star Wars app, McDonald's will have Star Wars toys in its ubiqutious Happy Meals, General Mills will unveil Star Wars-centric cereal boxes, and Porsche will use Star Wars to promote its first electric car, the Taycan.
Star Wars: The Rise of Skywalker is scheduled for a December 20 theatrical release.