The Walt Disney Company is planning a massive worldwide marketing event to launch the line of toys tied to its upcoming blockbuster film, “Star Wars: The Force Awakens.”

Called “Force Friday,” the global live-streamed event will begin on Friday, Sept. 4, with different toys unveiled in 15 different cities in 12 countries over the course of 18 hours.

Immediately following the event, which concludes with a finale at Lucasfilm in San Francisco, retailers around the world – including select Disney Store locations – will open their doors for fans to purchase the products.

It’s not surprising Disney is planning such a massive to-do for the toy rollout, as some analysts expect merchandise sales linked to the film could reach $3 billion – about the same figure some expect the movie to bring in at the global box office.

Lucasfilm, the studio behind the Star Wars franchise, and Maker Studios, the largest content network on You Tube, are both Disney subsidiaries and both will be central to Force Friday, with some of Maker Studios’ biggest stars unboxing toys during the event.

Though toys hit stores next week, the movie won’t hit theaters until Dec. 18.