Evolution is building a full roster of licensing partners for Summertime Entertainment’s upcoming animated film Legends of Oz: Dorothy’s Return, which will premiere in May 2014.

Based on the books written by Roger Stanton Baum, the great-grandson of Oz franchise creator L. Frank Baum, the film picks up where the classic L. Frank Baum Wonderful Wizard of Oz book left off.

The licensing program for the film will encompass merchandise, packaged goods and video games that will launch in conjunction with the film’s release.

“The iconic characters first introduced by L. Frank Baum are timeless and continue to capture the hearts and imaginations of each new generation,” says Travis J. Rutherford, president of licensing and retail development, Evolution. “The Legends of Oz: Dorothy’s Return film is a fabulous piece of family friendly, animated entertainment that provides retailers at all tiers of the market with a very meaningful merchandising opportunity. The consumer demand for the original characters of Oz is at an all-time high, and the response thus far to the finished film from both licensees and retailers has been outstanding.”

Among the U.S. licensees already on board are Bandai America as master toy partner, Added Extras for cosmetics and beauty, Attraction Media & Entertainment for 3D/4D film attractions, Culturenik for novelty, DecoPac for cake decorating, Housewares International for housewares, Hybrid/JEM for apparel, Hypnotic for hosiery and socks, KidDesign/SDI for music and electronics, Loungefly for accessories, Madame Alexander Doll Company for collectible dolls, Netovative for jewelry, Rubies for costumes and S. Goldberg for footwear and sleepwear.

Deals are also being finalized in publishing, home furnishings, social expressions and party goods, food and beverage and confections.

Summertime has also brought in The CDM Company to represent the brand for promotional and partnership campaigns that will include QSR and family dining promotions, consumer packaged goods, pet retail and pet care, insurance, hospitality and cause-related tie-ins.

Evolution will showcase the program for the film at the Licensing Expo, June 18-20 at the Mandalay Bay Convention Center in Las Vegas, Nev.