Disney Consumer Products Announces Global, Yearlong “Star Wars: Most Wanted” Campaign

NEW YORK, February 12, 2026 – Today, Disney Consumer Products announced its global Star Wars™: Most Wanted campaign, a yearlong program that will spotlight the most sought-after merchandise inspired by both new and classic stories from the Star Wars galaxy. Fans will enjoy an ongoing cadence of reveals and product drops in 2026, featuring toys, collectibles, apparel, accessories, and more from top collaborators, along with retail activations tied to the new campaign.

The announcement was made at an event in New York City ahead of Toy Fair® New York 2026. The event featured the very first look at toys and collectibles inspired by the highly anticipated film, “Star Wars: The Mandalorian and Grogu,” coming to theaters on May 22. New product highlights include fan and kid items from Hasbro, including the Black Series and The Vintage Collection figure lines, all-new building sets from the LEGO Group, Mandalorian and Grogu-inspired Funko Pop! bobbleheads, and both youth and adult costumes from Jazwares. Additional new releases come from fan-favorite brands like POP MART, Moose Toys, Mattel, Jada Toys and Displate – each bringing fresh additions to the Star Wars galaxy throughout the year.

“Star Wars products have always been at the forefront of fan demand and collector crave,” said Paul Gitter, executive vice president of global brand commercialization at Disney Consumer Products. “From the iconic lightsaber, to Grogu’s impact on pop culture, fans find ways to integrate their favorite characters into their daily lives and bring our stories into their homes. Our ‘Most Wanted’ campaign carries this legacy forward, kicking off with a robust consumer products program for kids, families, collectors and casual fans in support of this summer’s ‘Star Wars: The Mandalorian and Grogu’ release.”

Filmmaker Jon Favreau, director of “Star Wars: The Mandalorian and Grogu,” made a special appearance at the event, sharing insights into the upcoming film, his approach to Star Wars storytelling and his own experience as a collector. Favreau was joined onstage by Bobby Kim, global creative director at Disney Consumer Products, as they discussed the enduring impact of Star Wars, collector culture and the creativity driving the new products inspired by the film.

“One of the best parts of making Star Wars stories for the screen is seeing how they inspire the next generation of toys and collectibles,” said Jon Favreau. “For many fans my age, the toys were how we lived in the Star Wars galaxy between film releases. Now, fans have a wonderful variety of fun products to keep them connected to the story and their favorite characters. I’m very much looking forward to continuing that tradition with ‘The Mandalorian and Grogu.’”

“Star Wars products have a cultural longevity that have made them a consumer staple for nearly 50 years,” said Bobby Kim. “That’s absolutely a testament to the content, but specifically for products, it’s also a testament to creative design, unique collaborations and the stories our products help consumers share about themselves. Products that can bring people into the fandom are powerful tools for storytelling.”

Also featured at the event was an assortment of Star Wars products from every part of the galaxy including the new LEGO ® SMART Play™ sets featuring LEGO Star Wars, the recently released Star Wars-inspired sunglasses collection from Ray-Ban, new Star Wars baby toys from Kids Preferred, and exciting new toys and collectibles from Disney Store launching this spring.

As Star Wars: Most Wanted continues throughout 2026, fans of all ages can look forward to discovering new products linked to their favorite characters and stories, along with retail activations.

STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.

Disney Consumer Products

Disney Consumer Products (DCP) is the division of Disney Experiences that brings beloved brands and franchises into the daily lives of families and fans through products – from toys to t-shirts, apps, books, console games and more – and experiences that can be found around the world, including on the Disney Store e-commerce platform and at Disney Parks, local and international retailers, as well as Disney Store locations globally. The business is home to world-class teams of product, licensing and retail experts, artists and storytellers, and technologists who inspire imaginations around the world.

Stay tuned to Coffee With Kenobi for the latest official news from the world of Star Wars and the Disney Theme Parks!

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