LEGO revealed its LEGO The Hobbit: An Unexpected Journey build-and-play construction sets at San Diego Comic-Con in July.
“Inevitably, there is already a lot of buzz surrounding the much-anticipated release of The Hobbit: An Unexpected Journey and The LEGO Group is delighted to be part of the franchise,” says Angie Tutt, brand director, the LEGO Group. “The LEGO The Lord of the Rings range has been met with great excitement and we are looking forward to bringing the legendary Middle-earth adventures of Bilbo Baggins and friends to life with new LEGO The Hobbit construction sets which will allow children and adult fans alike to build and play in the fantasy world.”
Vivid Group, along with co-master toy partner The Bridge Direct, will launch a comprehensive range of collectibles including collectible figures, action figures, adventure packs, playsets and a role play product line that will feature a Sting sword, a Dwarven battle axe and a deluxe Sting sword that glows blue. A wider product range will be introduced to support the second and third films in the trilogy, The Hobbit: The Desolation of Smaug and The Hobbit: There and Back Again.
Rubie’s Costume has produced a line of costumes inspired by the The Hobbit trilogy and The Lord of the Rings trilogy.
“The Lord of the Rings license has been a huge success for Rubie’s with continuous great sales and we are sure that costuming for The Hobbit trilogy will be as big a success, if not bigger,” says Holly Oldham, media and licensing managing director, Rubie’s.
Other licensees include Ravensburger for a line of 2D and 3D puzzles and card games; HarperCollins Publishers for the official tie-in books for all three films; and global licensee Eaglemoss for figurine and chess partwork collections.
“As anticipation mounts for the release of the first film, The Hobbit: An Unexpected Journey, WBCP is committed to selecting a world-class lineup of licensing partners that will serve as the foundation for a strong merchandising program,” says Bruno Schwobthaler, senior vice president of sales and business development, WBCP EMEA. “The responses from licensees and retailers throughout the EMEA region have been phenomenal as they embrace the unique opportunity that this property presents.”
WBCP also expects to add a wide range of local licensing partners in the EMEA region.
The Hobbit trilogy is a production of New Line Cinema and Metro-Goldwyn-Mayer.