Fox Consumer Products has begun to explore the long-term licensing potential of the Avatar brand based on the studio's confirmation of the second and third Avatar movies scheduled for release in December 2014 and December 2015.
New partners include Ravensburger, offering a range of puzzles and games, and Rubie's Costumes for dress up costumes and accessories. Following the success of "The Art of James Cameron's Avatar," existing partner Abrams published "The Making of Avatar" which hit retail for Christmas 2010.
"We're absolutely thrilled to confirm that the Avatar experience will continue, and will offer our licensing partners a highly viable commercial opportunity that will span the next five years and beyond," says Carl Lumbard, senior vice president and managing director of Fox Consumer Products Europe. "We are working hard to extend James Cameron's cinematic vision into a broad line of products that will engage fans in the world of Avatar through our licensing partnerships and product development process."