In many ways, Force Friday is something of an unofficial holiday, meaning Lucasfilm has much more planned than just new toys.
And soon after, it was revealed exactly what this mission was - an expansion of the AR feature on the Star Wars app to feature characters tied to the next movie and its merchandise.
It's shaping up to be the biggest one yet, as the Mouse House prepares to launch a suite of new toy products inspired by Rian Johnson's Star Wars: The Last Jedi - perhaps it'll include the newly-unveiled Dreadnought warship and AT-M6s? By downloading the "Star Wars" application on their mobile devices, giddy followers of the galactic saga will become "Find the Force" participants and will have opportunities to video and photograph the creations, a few of whom might also speak.
You can take photos or even short videos interacting with the characters, and even Admiral Ackbar is already discoverable. The program will operate like a treasure hunt, with new characters from the franchise released daily.
If you've ever wanted to meet Star Wars characters, a Disney promo with Apple and other retail stores will offer the chance to do the next best thing.
Those who would like to try the feature out before it goes live in stores can test it on the Find the Force website by scanning an image and seeing an early look at the porgs.
Force Friday II runs from September 1 through September 3.