Nickelodeon Consumer Products has announced a full line-up of merchandising partners for The Last Airbender, the Paramount Pictures' and Nickelodeon Movies' live-action film directed by M. Night Shyamalan. The film arrives in theaters July 2, with products hitting retail this summer through the holiday season.  

In addition to master toy licensee Spin Master and global interactive games partner THQ, licensing partners include American Greetings, Simon & Schuster, Random House, Stride Rite and HP. Thirty new products are expected to roll out in all categories including publishing, home decor, apparel, jewelry and accessories. Simon & Schuster will release five new titles this summer, featuring adaptations of the film's storylines.

NCP has also announced a partnership with Nordstrom, which will see a limited-edition line of kids' apparel and accessories available online and nationwide in 114 Nordstrom stores. Ranging from $5 to $50, products from the exclusive line will feature graphic and mystical elements used within The Last Airbender feature film. Sneakers developed by Stride Rite feature glow-in-the-dark graphics. High Intencity and Charm It! have created a special line of costume jewelry that includes dog tags, necklaces and bracelets in vivid hues with dangling charms. Also available is a specially designed backpack by Global Design Concepts. 

"Partnering with Nordstrom to recreate and adapt the storyline of the theatrical release of The Last Airbender is an amazing opportunity for us," says Hal Snik, senior vice president of domestic licensing, NCP. "This line embodies the spirit of the film, and being able to wear your favorite elements and customize your look is a great way for fans to express themselves."

Other licensing partners for the film include Rubies for costumes; Jay Franco & Sons for bedding and pillows; Fathead for re-stickable wall decor and Del Rey for manga.

"Our product line will dive in to The Last Airbender's rich storyline, and enables fans to live out their most memorable moments from the original series' super-fans, as well as new fans of the film," says Leigh Anne Brodsky, president of NCP.