Disney is marking the day with the launch of new Star Wars merchandise, ranging from lightsaber sets to jewelry, as well as a new series.

There is also the classic “May the 4th Be With You” collection with a tote bag ($19.99), crewneck sweatshirt ($59.99), collectible pin ($17.99), and Magicband+ for use at Walt Disney World and Disneyland resorts ($64.99).

It didn't begin a long time ago or in a galaxy far, far away, but every May 4 it feels like images, memes and promotional deals involving "Star Wars" have an inescapable gravity.