Jedi training droid from Wolverhampton firm Wow! Stuff set to be the Star Wars toy of this Christmas
As Star Wars fever mounts with the approaching launch of the new movie, The Last Jedi, a Wolverhampton toy firm is seeing its new 'droid' flying off the shelves.
The propeller-driven Jedi Training Remote has already been hailed as the top toy for Christmas by the Smyths Toys chain and other retailers are doing everything they can to make sure they keep the device in stock.
The miniature droid, that resembles a Jedi training device from the Star Wars movie series, is the brainchild of entrepreneur Richard North and his team at Wow! Stuff, the Wolverhampton Science Park-based toy development company.
Their huge success in recent years has seen the firm's innovative toys and gadgets, often linked to museums or popular films and TV series, sold by major chains such as Argos, Debenhams, Marks & Spencer, Sainsbury’s, Tesco and Amazon.
The latest Star Wars-brand device, tied to the The Last Jedi film which is released on Thursday, encourages fans to use the ‘power of the Force’ to control the flying droid and train for combat.
Laura Molloy, buyer at Smyths Toys Superstores, said: “The flying toy that’s flying off the shelves is the Star Wars Jedi Training Remote from toy inventors Wow! Stuff.
"It has proven to be a really fantastic way for fans of all ages to recreate iconic scenes from the films. It uses simulated sting beams and ‘Force' control to operate and sales are tremendous.
"We have stock for now but we know that hot lines have a habit of selling out quickly before Christmas, so we will do everything we can to ensure we don’t disappoint anyone coming through our door in finding one!”
Smyths, based in Eire, has 100 stores including outlets in Wolverhampton, Walsall and West Bromwich.
Since its launch last month, Jedi Training Remote sales have been off to a flying start, topping a string of top Star Wars toy lists.
Based on the original device seen in Star Wars: A New Hope, Star Wars: Attack of the Clones and Star Wars: The Force Awakens, the Jedi Training Remote darts up and down whilst firing simulated ‘sting beams’ at its opponent, making it a great combat training aid.
Suitable for adults and children aged eight years and over it has an RRP of £29.99.
The device was launched in September by Wow! Stuff and Richard North, the company's founder and chief executive, said: “We are thrilled that Smyths Toys have recognised The Jedi Training Remote as the stand out toy for Christmas 2017.
"Sales of the miniature droid, which is based on the design of our award-winning Heliball, have exceeded all expectations with many retailers selling out nationwide. This is a fantastic result for us.
"We know customers are desperate to get their hands on the toy in time for Christmas and while we are working hard to create more stock where possible it does look like it will be sold out a few days before."