There has been exceptional speculation since Disney acquired the Star Wars franchise about how the company will fully monetize it. Disney is well known for merchandising brands to the fullest extent possible, leaving a sense of expectation that there will be a resurgence in the now tepid Star Wars universe. There have been numerous new toys, figurines, and gadgets recently, and a new trilogy based off the events that followed the end of the first trilogy. However, Disney is known for thinking on a larger scale than most in the entertainment industry. If there is a possibility of creating additional excitement and interest in the franchise, Disney is bound to find and use it.

While nothing official has been stated until today, rumors have be running about Disney bringing the famed science fiction franchise fully into the fold, by including elements of the Star Wars universe in Disneyland. During a call with analyst, Disney CEO Bob Iger broke this silence. He stated that the company has ambitious plans for integrating Star Wars theme rides in the future. This was immediately followed by him stating that the rides will be focusing on future additions to the franchise, not old mainstays. A Star Wars theme park addition will breathe sorely-needed life into a brand that is facing a market crunch in the upcoming future, due to lower birth rates and a graying population.

These statements come following a whirlwind quarter for the company, where it obtained record earnings while also facing a humiliating measles outbreak at Disneyland in Florida. With the release of the first new Star Wars movie in December, this franchise has the potential to minimize the negative publicity recently generated and to drum up interest in the parks starting in 2016.

Full details of these plans are expected to be disclosed in the second half of the year. In the meantime, Disney is planning to host several Star Wars related events during the 10 months that remain before Star Wars: The Force Awakens is released to the public. There are events scheduled for the months April, May and August at the Anaheim Convention Center.

With the population aging, it is becoming increasingly important for companies to shift their demographic focus to keep in touch with the vast majority of the population. Disney is no exception, and with the inclusion of the Star Wars franchise is perfectly poised to continue marketing to audiences that fall well beyond its traditional reach. Additionally, by building Star Wars theme park rides and areas at Disneyland, Disney is maximizing the potential market for individuals, regardless of interest or age.