Warner Bros. Consumer Products has partnered with U.K. toy company the Vivid Group for products 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 for distribution in the Americas and Asia. The companies will work together to develop products based on both Hobbit films; and share global distribution with Vivid managing Europe, Middle East, Africa, Australia and New Zealand and The Bridge handling the Americas and Asia. Key retail partners will be revealed in the coming weeks.
Toys will hit retail prior to the Dec. 14, 2012 release of the first film, The Hobbit: An Unexpected Journey. The Vivid line will include soft plush, board games and mini figures; and the Bridge will debut action figures, adventure packs, beast packs, role play items and collector figures.
“We’re incredibly proud to be welcoming Vivid into our stable of world-class toy partners,” says Paul 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,” says Paul Weston, chief executive officer 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 the Atlantic.”