May the Force be with you this winter! For almost 40 years, Star Wars has grown into one of—if not the most iconic franchise in the world. Now after 10 years a new trilogy comes this December 18^th, keeping the legacy thriving for a new generation.

As to be expected, the news was received last year with a variety of reactions. Some fans were excited to have the story continue, but others—particularly older audiences, were cautious at the new company name above the title: Disney. Junior Tyler Hershman shared this sentiment, “It might make people skeptical, to quote one friend of mine, ‘If I go to see this new movie and Mickey Mouse comes out swinging a lightsaber I’m leaving!’ so I think the fans are afraid of it getting ‘”Disneyfied.’” Many fans are very protective of their franchise—and why shouldn’t they be? For almost 40 years Star Wars has made its impact on millions of lives, said to portray, “valuable lessons in them,” such as the struggle between good and evil, morality, doing what’s right for the greater good. Star Wars has a special place in millions of hearts.

Disney knows this. During this past week they handled their advertising with professional finesse that only decades of experience can provide. On Sunday, Disney released a movie poster portraying the two main leads (Daisy Ridley and John Boyega) in the center while Han and Leia were placed in supporting position in the background. But where was Luke Skywalker? Disney increased chatter about the movie from what they didn’t show. Star Wars merchandise for the past few months have been borderline unavoidable. Toys, t-shirts, hats, mugs, posters and coasters: wall-to-wall in Target, Wal-Mart, and Stop-and-Shop. Appealing to the child’s love of toys, and the parents’ nostalgia from when they were kids. “I like seeing it, I notice baseball teams put Star Wars on some of their hats and shirts. Vans (the shoe brand) does as well so it’s pretty cool.” Says Hershman, fellow Jedi enthusiast.

The proof is in the merchandise, there is something here for everyone. New fans will be created old fans will get to share their passions. Come see the most anticipated movie of the year, and see what all the fuss is about!