“Alice: Madness Returns” to Receive “Select” Toy Treatment from Diamond Select Toys
June 15, 2011

After eleven years, the characters from the highly popular computer game "American McGee’s Alice" are back, and this time, they’re not just on your computer. A sequel game, "Alice: Madness Returns," is due out this month and will be available on the PC, PS3 and XBox 360… and also as action figures!

Diamond Select Toys has entered into an agreement with Electronic Arts to manufacture a line of Select action figures based on the game’s designs. The figures will be in a consistent 7-inch scale, and will come packaged in collector packaging with environmental display bases, similar to Diamond Select’s current Marvel Select and Universal Select toy lines. The line will appear in retail stores in early 2012.

Additionally, Alice will be rendered as a 9-inch PVC statue as part of DST’s Femme Fatales series, which spotlights strong female characters from comic books ("Tarot," "Darkchylde"), mythology (Medusa), history (Anne Bonny) and fairy tales (Little Red Riding Hood). The fairy-tale version of Alice has already been featured in the line, but the upcoming video-game-inspired statue will depict American McGee’s Alice as she appears in "Madness Returns."

The line will kick off at the Comic-Con International in San Diego, which will be held July 21-24 at the San Diego Convention Center. There, DST will be selling the first collectible figure based on the new game, an Alice version of one of their popular Minimates mini-figures. This will be the only Minimate made for the game.

"Diamond Select Toys are well-known for their innovative design work and their attention to detail, and both will be put to the test on the peculiar characters of ‘Alice: Madness Returns,’" said Electronic Arts in a statement. "Not only is the property in good hands, it has the potential to produce some of the finest collectibles the company has made."

"I’m genuinely excited to see what Diamond Select Toys does with ‘Madness Returns,’" said game designer American McGee, of design studio Spicy Horse. "Having seen their previous work, I have no doubt that they will be able to deliver the quality merchandise Alice fans expect and deserve."

DIAMOND SELECT TOYS AND COLLECTIBLES, LLC was founded in 1999 by sister company Diamond Comic Distributors, Inc. Envisioned to create unique and exciting collectibles for children and adults alike, the company has licensed a variety of pop culture properties to be turned into merchandise. In 2007, Diamond Select Toys made a move to acquire select assets of the New York based Art Asylum, creators of the global Minimates brand. Minimates has been recognized as the #1 selling block figure in the world and was the first toy ever to be inducted into the ToyFare Hall of Fame in 2007. The Minimates brand expanded to cover their own creation of Minimates known as Minimates M.A.X.! With partners such as Marvel Enterprises, Microsoft, Universal Studios, Twentieth Century Fox, Hasbro, MGM and Sony Pictures, Diamond Select Toys and Collectibles produces a large range of products based on a wide variety of properties, and is headquartered in Timonium, MD. For more information, visit www.diamondselecttoys.com and www.artasylum.com, or follow them on Facebook and Twitter.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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