Weta Workshop and the New Zealand Post have teamed up with the China Post to create a new online shopping portal for customers in Mainland China called ULE.

The site will allow customers in the Chinese market to access a range of products from New Zealand retailers and launches this month with a selection of products from Weta’s Middle-earth collectibles ranges, including apparel and props.

“The Workshop team is thrilled to once again create a line of beautiful figures, prop replicas and artwork from our work in Middle-earth,” says Sir Richard Taylor, creative director and co-owner, Weta Workshop. “We have enjoyed being part of the team that has brought The Hobbit films to life, and we are therefore delighted to be able to bring these high-end artworks directly to discerning collectors in China."

While Weta was able to reach a small number of Chinese customers through its current website, language and commercial discrepancies made the process difficult. This new site is designed to element those problems and better serve this growing consumer group.

“We are very fortunate to be able to join the trusted ULE brand and use the help they can provide to turn the real difficulties an overseas party can experience into simple market entry formalities through their local presence in China,” says Tim Launder, general manager, Weta Limited. “It is a toe in the water for us, and while we don’t quite know what to expect, we are very excited about the prospect of reaching our fans in China in this way, and we are ready for it.”