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Today is "," Star Wars鈥� fans (other) holiday, cooked up to market the latest in "Star Wars"-themed merchandise.

Hot Wheels toymaker Mattel teamed up with ride-hailing company Uber to promote its latest "Star Wars"-themed line, offering free rides to New York travelers in life-size Dodge Charger versions of "Stormtrooper cars," reports.

Released in miniature size at the San Diego Comic-Con International in July, the聽 character cars resemble the iconic white and black armor worn by the "Star Wars" villains.聽

Until 5 p.m. Friday, Manhattanites can request a Stormtrooper by activating the Hot Wheels promo while using the Uber app. Each car will also be equipped with a "Star Wars: The Force Awakens" starship that riders can keep as a souvenir.

But if you don鈥檛 live in Manhattan, never fear. Force Friday also marks the debut of a new line of "Star Wars" toys. Dozens lined up at various Disney stores across the country this morning in anticipation.

鈥淚n all Disney Store locations throughout North America, doors will open for business on Force Friday with Star Wars-themed opening ceremonies, offering a galactic twist on the traditional 鈥淯nlocking Imagination鈥� ritual,鈥� wrote the that outlines a full list of Force Friday events.

Disney hopes to blow past their Frozen merchandise sales that topped $500 million with the new 鈥淔orce Awakens鈥� gadgets and collectibles, the reports. Merchandise tied to films has become a huge business. Pixar's "Cars" toys and products had grossed over $8 billion by 2011, . And "Star Wars" tie-ins could generate up to $5 billion in their first year, an analyst . According to Forbes, Force Friday could generate for retailers.

And just in case you aren鈥檛 even in the country (though you鈥檒l be able to order the 鈥淔orce Awakens鈥� toys worldwide on Amazon), Japan鈥檚 All Nippon Airways has unveiled two "Star Wars"-inspired planes, one resembling R2-D2 and the other BB-8, the new droid character in 鈥淔orce Awakens,鈥� reports . The planes will begin taking passengers next month.