Calling all fans of Middle-earth—Warner Bros. Consumer Products (WBCP) has teamed up with a slate of global licensees to capture the adventure of the blockbuster film The Hobbit: An Unexpected Journey, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM). [Read more...]
Warner Bros. Consumer Products Unveils Worldwide Licensing Program for The Hobbit: An Unexpected Journey
Lego Systems has launched a constructable board game based on the film The Hobbit: An Unexpected Journey. Players must build the game and the die, choose a character to search for the ten missing Dwarves, and help Bilbo Baggins on his trek. Players can choose from four micro figure characters, Gandalf, Dwalin, Kili, or Fili. The constructable board game is recommended for children ages 7 and up and is available at most retail, discount merchandise, and specialty stores nationwide.
Starting on October 8, Lego will host The Hobbit Roll to Win Giveaway on Lego’s Facebook page. Fans can roll a virtual dice for a chance to win different prizes. The grand prize includes the new board game, a Lego Games game play hosting kit, construction sets, and two movie tickets. The grand prizewinner will be announced on December 14 in conjunction with the film release.
The Bridge Direct Inc. launches The Hobbit toy collection for all ages. The collection includes, 3.75-inch figures, 6-inch figures, collector packs, and role-play accessories. The first film in the trilogy, The Hobbit: An Unexpected Journey, inspired the collection. The film is a production of New Line Cinema and Metro Goldwyn Mayer Pictures. The toy collection is available at major retail stores nationwide.
Courtesy of Toy Industry Association
Character licenses based on blockbuster movies have the ability to propel products to stratospheric success, creating memories that last a lifetime for millions of fans. Recent sales for licensed toys reflect this growing phenomenon: last year, licensed toys and games were up 2 percent from 2010. For the first half of this year, those numbers have climbed further to 27 percent of total toy sales.
“Kids love bringing movies to life through play, whether they are re-enacting storylines, imagining new plot developments, or emulating their favorite superheroes and villains,” said Adrienne Appell, trend expert at the Toy Industry Association (TIA). “Playthings related to the biggest blockbusters are sure to be on the wish lists of kids throughout the year and well into the holiday season.”
TIA has been tracking many of the family friendly movies that have toy and game tie-ins on its ToyInfo.org website. The following are a few examples from this year so far… and a sneak peak at what’s coming this fall:
The Avengers (May)
Toys and games related to The Avengers encourage kids to get into the spirit of the fast-paced movie. Considered by many to be the break-out movie and toy property of the year, strong toy sales are anticipated to continue during the holiday season following the Sept. 25 release of the DVD and Blu-Ray.
- Bubble Blaster: The Avengers (Imperial Toy)
- Game Strike Hulk (Hasbro)
- 21-inch Avengers Skateboard (Bravo Sports)
- Marvel Mini Basketball Hoop Set (Franklin Sports)
- The Avengers Mini Muggs Action Figure two-pack (Hasbro)
In anticipation for The Hobbit: An Unexpected Journey, the first of two films adapting The Hobbit, The Bridge Direct will unveil a collection of authentic toys at retailers this October.
The Bridge Direct released the limited edition Comic-Con International: San Diego Exclusive Bilbo Baggins Figure–only be available at this year’s SDCC. The detailed 6-inch scale figure presents the title character from The Hobbit: An Unexpected Journey in his “invisible” state while wearing the Ring and will be presented in a numbered collector’s edition box.
Other items in the line include The Hobbit: An Unexpected Journey 3.75-inch Basic Figures, Figure 2-Packs, Figure Deluxe 2-Pack, Box Set, Beast Pack, Figure Battle Pack, Collector Figure, Deluxe Collector Figure; The Hobbit: An Unexpected Journey Deluxe Sword; and The Hobbit: An Unexpected Journey 6-inch Battle Axe. Characters featured in the line are Bilbo Baggins, Gandalf the Grey, and Thorin Oakenshield.
This post was originally written by Ali Mierzejewski and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.