A Star Wars film isn't really a Star Wars film unless there's a huge merchandise cash-in. It's always been that way, ever since the first film - which, as we all found out later, was actually the fourth film - was released in 1977.
So it's no surprise that, following the success of Lucasfilm's Force Friday event in 2015 ahead of the release of the J.J. Abrams-directed Episode VII - The Force Awakens - a co-ordinated, worldwide release of merchandise for that movie - they've done it again for forthcoming addition to the franchise, The Last Jedi.
At 12.01am this morning, wherever you were around the globe, Force Friday II began. Until that point, most of the merch was kept under wraps, although some of the snazzy boxes that would contain it had previously been revealed.
The cream of the crop, however, has to be Lego's 7,541 piece Millennium Falcon set. It's not the first time the Danish company has released one of these, but this is the biggest to date. Last time around was 2007, and that only had 5,195 pieces.
What do those extra 2,500 or so blocks get you? A replica that's 8 inches high, 33 inches long, and 22 inches wide that you'll probably need wheels to transport from one place to the next. And a hell of a lot of patience to build.
The set is currently only available at Lego stores and on its official website for an eye-watering $799.99 (£617).
Considering most of the merch will probably be snapped up by eager collectors who'll keep it in the original packing, you could argue that's what really matters anyway.
"The first Star Wars Force Friday event was truly unique, uniting fans across five continents in an unprecedented global live unboxing event ahead of thousands of midnight openings at retail," said Jimmy Pitaro, chairman, Disney Consumer Products and Interactive Media, when the worldwide event was first announced.
So, what else had Star Wars fans frothing at the mouth at the stroke of midnight? Well, there are tins of Campbell's Soup (yes, really), Rebel Isignia cufflinks (again - yes, really), a whole bunch of clothes from places like Gap, some cool-looking Lego assault walkers and, of course, some die cast action figures.
There's also a whole children's bedroom range, some properly blinging jewellery - including a bejeweled Millennium Falcon gem necklace - and some actual Star Wars battle drones, which can fly up to 35 mph and are designed so that you can have battles with your friends.
Hopefully they're pretty hardy, otherwise they won't last long.
Our favourites, though, have to be two BB-8 related things. First, there's the 2-in-1 multi-level playset - or, to use its official name, the Star Wars Force Link BB-8 2-in-1 Mega Playset - which includes trap doors and firing projectiles.
Second is the interactive, remote controlled Hero Droid BB-8, which even has voice recognition.
Force Friday lasts all weekend, so - to coin a phrase - may the merch be with you.Featured Image Credit: Lego