Lucasfilm and Disney Consumer Products and Interactive Media have launched a series of stop-motion videos to promote the Star Wars:  Rogue One toys. The first video was released this week, with others planned for the month leading up to the September 30 launch date of the toys.  The videos were created by a team assembled in collaboration with creative network Tongal, and are the lead-in to a user-generated content contest that will kick off on release. 

Disney has good reason to believe that user-generated content can be a big part of its marketing.  It reports that over 838,000 pieces of Star Wars-related content were placed on YouTube, and viewed over 16.3 billion times, in the last year.

Toys from Hasbro, LEGO, FUNKO, JAKKS Pacific, Mattel, and Disney Store were used in the first video, which centers around the building instructions to the LEGO Star Wars Death Star set which have been misplaced by the Empire.  

Click the Gallery below for stills of toys from the video.