20th Century Fox, FAO Schwarz Team for Kid Who Would Be King Experience

Twentieth Century Fox will release The Kid Who Would Be King on Jan. 25, a modern spin on the classic tale of the Sword in the Stone from writer and director Joe Cornish (Attack the Block). In support of the launch, Fox created an exclusive experience at the FAO Schwarz flagship location at Rockefeller Center in New York City.

Kids can step up for a chance to see if the sword will choose them to become the one and future king. The Toy Book was on-hand for an early preview ahead of the public unveiling on Jan. 21, bearing witness as the first group of kids got to wield Excalibur for themselves.

Located near the store’s main entrance, The Kid Who Would Be King boutique features a pull-together assortment of all things royal. Featured items include knight costumes, swords, and other role-play items from Melissa & Doug, princess and knight figurines frpm Papo, and a host of ThreeSixty Group’s FAO Schwarz house brand items. The centerpiece is, of course, a replica of the first stone seen in the film—a concrete construction block complete with rebar. Those who are successful in pulling the sword from the stone will be rewarded with a magical fanfare and the voice of Merlin.

Following their appearance on The Today Show, cast members including Sir Patrick Stewart, Louis Ashbourne Serkis, and Rhianna Dorris joined Cornish to experience the activation for themselves.

https://www.youtube.com/watch?v=Cg-h8TwQCgs

Old school magic meets the modern world in the epic adventure The Kid Who Would Be King. Alex (Ashbourne Serkis) thinks he’s just another nobody, until he stumbles upon the mythical Sword in the Stone, Excalibur. Now, he must unite his friends and enemies into a band of knights and, together with the legendary wizard Merlin (Stewart), take on the wicked enchantress Morgana (Rebecca Ferguson). With the future at stake, Alex must become the great leader he never dreamed he could be.

Top Photo: Kristina Bumphrey/Starpix, provided by Twentieth Century Fox.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.