Friday, October 7, 2011

The Hobbit Has a Toy License

Warner Bros. Consumer Products is pleased to announce today that it has awarded the worldwide master toy and game licensing rights for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again to The Bridge Direct, Inc., the global children's consumer products company. The Bridge will develop an exciting array of products inspired by the two films being directed by Academy Award®-winning filmmaker Peter Jackson—who previously brought Middle-earth to life with the award-winning blockbuster The Lord of the Rings trilogy—including action figures, playsets, and role play accessories, which are expected to debut at retail in fall 2012 prior to the December 14 release of the first film, The Hobbit: An Unexpected Journey.

"We're thrilled about our partnership with The Bridge Direct, which produces engaging products that will recreate the storyline with stunning detail," said Karen McTier, Executive Vice President of Domestic Licensing and Worldwide Marketing for Warner Bros. Consumer Products. "Thanks to many of the same creative minds behind The Lord of the Rings trilogy products, we're looking forward to unveiling a robust toy line for the two films that captures the excitement of the beloved adventure and delights loyal fans of the series."

"The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again promise a timeless story, a broad range of appealing characters, thrilling action and the incomparable movie magic brought to life by master filmmaker Peter Jackson, all of which will make for an amazing toy line," said Jay Foreman, President and CEO of The Bridge.

Timed to reach consumers prior to the December 14, 2012 release of the first film, The Hobbit: An Unexpected Journey, The Bridge will debut a multi-category toy line. The battle begins with 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 Bridge will reveal the 2012 product line to key retail partners in the coming weeks.

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