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Men in Black 3: Sony Launches International Licensing

It's still two and a half years away, but Sony is laying out plans for the next instalment of its Men in Black franchise. Will Smith, Josh Brolin and Tommy Lee Jones are back with new gadgets, vehicles and destinations in Men in Black 3.Zachary Eller, Son

It's still two and a half years away, but Sony is laying out plans for the next instalment of its Men in Black franchise. Will Smith, Josh Brolin and Tommy Lee Jones are back with new gadgets, vehicles and destinations in Men in Black 3.

Zachary Eller, Sony vice president of international promotions and licensing, tells License! Global, "There are huge expectations for licensing surrounding this movie. The first movie was an unknown; the second had great products, but skewed to the collector; the third is an opportunity for a 360-degree mass market programme for kids and teens."

Sony will discuss a limited apparel programme for teens across 2011 and also will explain its plans to create a programme aimed at fans ages 18 to 34, with fashion, accessory and retail deals based on the world of Men in Black. With a working title, MIB Collection, it will be a long-lasting fashion and lifestyle programme tapping into the sophisticated style of all three movies. Eller says: "This is an opportunity to build out the back story and do things we've never done before with the brand in apparel and shoe lines, for example. We've had great feedback about this in Europe." Sony will work with TLC and with Biplano in Europe. Other agents are being appointed.

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