Warner Bros. grabs Vivid for the Hobbit
Warner
Bros. Consumer Products has announced that it has awarded the Vivid
Group licensing rights to develop products in key toy categories based
on The Hobbit
Vivid will develop toys for both The Hobbit: An Unexpected Journey
and The Hobbit: There and Back Again for distribution in Europe, Middle
East, Africa, Australia and New Zealand.
WBCP has also previously announced The Bridge Direct as the toy licensee
producing products in additional key toy categories for distribution in
the Americas and Asia.
The toys are set to hit the shelves prior to the December 14, 2012 release of the first film The Hobbit: An Unexpected Journey.
Offerings from Vivid are set to include Soft Plush based on the main
characters in the film, engaging Board Games and Mini Figures.
The Bridge will showcase Basic Action Figures, Adventure Packs, Beast
Packs, and highly detailed Collector Figures. Fans can become real-life
heroes with premium role play items including a Basic Sting Sword, a
Basic Orcrist Sword, a Dwarven Battle Axe, and a Deluxe Sting Sword that
features a blue glow just like in the film, bringing the thrill and the
fantasy of the two films to life.
The companies will share global distribution with Vivid managing Europe,
Middle East, Africa, Australia and New Zealand and The Bridge handling
the Americas and Asia.
“We’re incredibly proud to be welcoming Vivid into our stable of
world-class toy partners," says Paul Bufton, General Manager, Warner
Bros. Consumer Products UK. "They are defined by their passion,
imagination and understanding of the brand and it’s these qualities that
will see them produce a product line, inspired by the two upcoming
films based on The Hobbit, that will exceed all expectations. The power
of Vivid Group and The Bridge working together to co-develop and
co-distribute the range ensures that fans of all ages the world over
will have access to a comprehensive offering of great products.”
“The Lord of the Rings was such a massive toy success for Vivid. Our
involvement in the toy line for the two films based on The Hobbit feels
very natural and very exciting,” adds Paul Weston, CEO of Vivid Group.
“Working alongside Jay Foreman and The Bridge team to create a highly
collectable, well-priced product line has been a great experience that
has combined great talent from both sides of the Atlantic.”
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