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
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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