Fox Unveils Long-Term Avatar Plans

A franchise-building strategy is being developed by Fox Consumer Products for James Cameron's Avatar. At launch, the film was supported by 125 licensed products across four major categories, posting $153 million in retail sales.This fall, FCP will have m

April 6, 2018

This fall, FCP will have more merchandise lined up to take advantage of back-to-school, Halloween and holiday, including new entrants into the costume, board games, bedding and social expressions category. Additional partners include Rubie's, Mega Brands, JLA Home, Trends International and Abrams.

FCP is working with Lightstorm Entertainment and Twentieth Century Fox Studios to exploit social media sites and avatarmovie.com to develop an ongoing Avatar community to update fans worldwide about news and events regarding the brand. These channels will remain active throughout the life of the franchise.

"Avatar is a game changer," says Robert Marick, executive vice president of Fox Consumer Products. "We know that Avatar can thrive atretail independent of new movie releases

and we are developing creative ways to engage fans throughout the year."

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