Universal Announces Licensing Program for 'E.T.'s  40th Anniversary

New deals include toys, apparel for all ages and replicas of items from the film.
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License Global

January 28, 2022

Promotional image for "E.T."
Universal Brand Development

Universal Brand Development (UBD) has given the first glimpse at the celebratory events for the 40th anniversary of "E.T. the Extra-Terrestrial." 

UBD will mark the anniversary with a curated mix of special screenings, new consumer products, digital and social media campaigns, and unique retail activations that capture the magic of the movie. 

"It is simply a masterpiece and still invokes such a strong connection and reaction from global audiences," says Paul Bufton, vice president, NBCUniversal. "It is also a particularly good time for this anniversary because recently so many families have rediscovered, together, the immense joy of the film. Parents have watched 'E.T.' and the kids, of course, now love it as much as the previous generation – quality storytelling and genuine emotion never get old."  

UBD has lined up a roster of global licensees to fully explore the boundless product possibilities with organic extensions that leverage the toyetic and kidult appeal of the property. Mattel

has signed on to create an "E.T." plush that brings the character to life. Additional new global partnerships include Funko and Fisher-Price (collectibles), WOW! Stuff (novelty), Basic Fun (retro collections), Tomy (preschool plush) and Ravensburger (puzzles) bring depth to the licensed category range. In addition to the global toys and games players, U.K.-specific partnerships have been forged with Posh Paws (plush), RMS (amusement toys) and Nobel (chess). 

In the U.K., there is a fashion and lifestyle program that includes babywear launches from Poetic Brands, Crib Star and Sleep no More to meet the newest generation's demand for E.T.-branded clothing. A slew of new adult soft lines is also set for release in the U.K. from established names such as BooHoo, Poetic Brands and Fashion U.K.  

New partnerships with retailers across Europe include Difuzed (adult/young adult apparel and accessories), Mini Rodini (kids apparel and home textiles) and online platforms such as Zaladno, AboutYou and EMP. H&M Kids is putting the finishing touches on its exclusive offerings launched later this year. A replica of Elliot's BMX bike will hit mass retail later in the year.   

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