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What is a Retail Lift?

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Our default state is a retail moratorium, where we are generally not permitted to make appearances at retail events. Throughout the year, LFL may define a specific period of time during which this ban is lifted. During the retail lift time period, we can attend events at retail locations without going through any additional layers of approval (from the LEC, LFL, etc.).

Retail lifts may apply to a single day, a weekend, a week, a month, or any other period of time LFL decides on.

Common retail lift periods include:

  • May the 4th week/weekend
  • Force Friday toy release (usually in October) week/weekend
  • Major movie/media releases