Warner Bros. Consumer Products awards Vivid Group rights to create products inspired by the two upcoming films based on The Hobbit.
14-10-2011Warner Bros. Consumer Products awards Vivid Group rights to create products inspired by the two upcoming films based on The Hobbit. Deal grants rights to develop products in key toy categories for distribution in Europe, Middle East, Africa, Australia and New Zealand. Vivid Group and The Bridge Direct join forces to create global distribution toy lines inspired by The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again to launch at retail in Fall 2012.
London, UK (October 10, 2011) – Warner Bros. Consumer Products is pleased to announce today that it has awarded the Vivid Group, the number one British toy company, licensing rights to develop products in key toy categories based on The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again for distribution in Europe, Middle East, Africa, Australia and New Zealand. WBCP previously announced The Bridge Direct as the toy licensee producing products in additional key toy categories for distribution in theAmericas andAsia.
The companies will co-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.
Timed to reach consumers prior to the December 14, 2012release of the first film, The Hobbit: An Unexpected Journey, Vivid and The Bridge will debut a multi-category toy line. Highlighted offerings from Vivid are set to include Soft Plush based on the main characters in the film, engaging Board Games, Mini Figures and more. The Bridge will debut 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 managingEurope,Middle East,Africa,AustraliaandNew Zealandand The Bridge handling theAmericasandAsia.
“We’re incredibly proud to be welcoming Vivid into our stable of world-class toy partners. 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,” saidPaul Bufton, General Manager, Warner Bros. Consumer Products UK. “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,” said 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 theAtlantic.”
Vivid and The Bridge will reveal the 2012 product line to key retail partners in the coming weeks.
