Vivid Deutschland, a subsidiary of Vivid Group, will distribute its toy line based on The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again in Germany, Austria and Switzerland. The toys will hit stores to support the release of the first film in December 2012.
Vivid will offer a multi-category toy line including plush, board games, action figures, adventure packs, beast packs, collector figures and 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.
"Our toy line development gives us the confidence that we can reach multiple target demographics, from kids to adult fans and collectors," says Anja Schuh, managing director of Vivid Deutschland. "We will be covering the key categories and price points and bringing several magical hero products to the market. The timing is perfect and we are already looking forward to Christmas 2012 and 2013.”
“A strong toy line is one of the building blocks for the two films based on The Hobbit and we are very excited by the development and the roll-out in Germany," says Bruno Schwobthaler, senior vice president of sales and business development, EMEA, Warner Bros. Consumer Products. "As the licensing program for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again unfolds, we will be following with more announcements of partnerships across all key categories."