Tuesday, October 13, 2009

Toy News: Underground Toys sign Avatar deal


Underground Toys has signed a UK deal with Twentieth Century Fox L&M Europe to produce an extensive range of gift products inspired by one of the most anticipated films of the year -- James Cameron’s Avatar.

The Underground Toys’ product range will incorporate luminescent technology to capture the essence of James Cameron’s vision. The gift line, developed in partnership with Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will depict heroes, creatures and vehicles straight from the movie on luminescent wall scrolls, mugs, key chains, dog tags, jewellery, mobile phone accessories, pin badges and flat and figural key chains. The first wave of product is due to launch early December, to tie-in with the movie release on 18th December.

Robyn Morgan, Licensing Manager at Underground Toys says, “We are delighted to be partners with Fox on this ground-breaking movie. Avatar is the perfect match for our target demographic and we expect huge demand in both the collector and mass market. The full product range we will be releasing later this year will include the main characters, vehicles and creatures, with many more items being released in 2010.”

Carl Lumbard, SVP and Managing Director of Fox Licensing Europe and Latin America added, “The ‘Avatar’ merchandising program is a global endeavor and we will continue to find premiere licensing partners who are able to deliver James Cameron’s impressive vision for this film. Underground Toys certainly fits the bill.”

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