Disney Announces 'Star Wars:' Most Wanted Campaign

Year-long promotion to spotlight new and classic 'Star Wars' merchandise ahead of 'The Mandalorian and Grogu' film release.

Published on Feb. 13, 2026

Got story updates? Submit your updates here. ›

Disney Consumer Products has announced a global 'Star Wars:' Most Wanted campaign, a year-long program that will spotlight the most sought-after merchandise inspired by both new and classic stories from the 'Star Wars' galaxy. The announcement was made at an event in New York City ahead of Toy Fair New York 2026, featuring the first look at toys and collectibles inspired by the upcoming film, 'Star Wars: The Mandalorian and Grogu,' set to release on May 22.

Why it matters

The 'Star Wars' franchise has a long history of inspiring popular merchandise, with fans finding ways to integrate their favorite characters into their daily lives. This new Most Wanted campaign aims to continue that legacy, catering to kids, families, collectors, and casual fans alike with a robust lineup of new products tied to the highly anticipated 'The Mandalorian and Grogu' film.

The details

The Most Wanted campaign will feature an ongoing pace of product drops in 2026, including toys, collectibles, apparel, accessories and more from top collaborators like Hasbro, LEGO, Funko, Jazwares, and others. New highlights include Black Series and Vintage Collection action figures, LEGO building sets, Funko Pop! bobbleheads, and youth/adult costumes. Additional releases will come from brands like POP MART, Moose Toys, Mattel, and Jada Toys throughout the year.

  • The announcement was made at an event in New York City ahead of Toy Fair New York 2026.
  • 'Star Wars: The Mandalorian and Grogu' is set to release in theaters on May 22, 2026.

The players

Disney Consumer Products

The consumer products division of The Walt Disney Company, responsible for the global 'Star Wars: Most Wanted' campaign.

Jon Favreau

Director of the upcoming film 'Star Wars: The Mandalorian and Grogu', who made a special appearance at the event to discuss the new products and his approach to 'Star Wars' storytelling.

Bobby Kim

Global creative director of Disney Consumer Products, who joined Favreau on stage to discuss the enduring impact of 'Star Wars' and the creativity behind the new product line.

Got photos? Submit your photos here. ›

What they’re saying

“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. 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.'”

— Jon Favreau, Director, 'Star Wars: The Mandalorian and Grogu'

“'Star Wars' products have a cultural longevity that have made them a consumer staple for nearly 50 years. 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.”

— Bobby Kim, Global Creative Director, Disney Consumer Products

What’s next

The new 'Star Wars: The Mandalorian and Grogu' film is set to release in theaters on May 22, 2026, kicking off a year-long campaign of product drops and retail activations as part of Disney's 'Star Wars: Most Wanted' promotion.

The takeaway

Disney's 'Star Wars: Most Wanted' campaign demonstrates the enduring popularity and cultural impact of the franchise, with new products and collectibles serving as powerful tools for storytelling and fan engagement. By catering to a wide range of consumers, from kids to hardcore collectors, Disney is poised to continue the 'Star Wars' legacy for generations to come.