What is it exactly?
To play, fans will download the "Star Wars" smartphone app, head to one of a fleet of participating stores (full list here) and uncover potentially talking virtual characters by pointing the phone at the "Find the Force" placard. "'Star Wars" has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way".
Luckily for George Lucas, Fox didn't give a hoot about toy licensing for the original Star Wars, but Disney sure as hell does.
The Resistance will have to go up against the First Order's more unsafe AT-ATs and warships in The Last Jedi.
"When you scan the graphic using the Star Wars app, you'll reveal a character, who through AR, will appear in the room with you", the companies wrote in a blog post.
The first edition of "Force Friday" occurred on September 4, 2015 and proved to be a major boon for the toy industry.
From September 1-3, retailers around the world will invite fans to Find the Force by taking part in an AR treasure hunt. Ever since audiences were first thrilled by A New Hope in 1977, they've wanted to become fully immersed in the galaxy far, far away and spend time with their favorite characters.
Lest you think this is a minor PR stunt, Find the Force will be available in 20,000 stores in 30 different countries, including Best Buy, Apple, Kohl's and Petco (?).
Those who would like to try the feature out before it goes live in stores can test it on the Find the Force website by scanning an image and seeing an early look at the porgs.
Check out the latest episode of The Star Wars Show below for all the details. The app encourages social-media sharing of your character experiences, with the big carrot urging that you share being a sweepstakes contest that closes September 3.