LONDON, England (October 12, 2009) Underground Toys has signed a UK deal with Twentieth Century Fox L&M Europe to produce an extensive range of gift products inspired by one of the most anticipated films of the year — James Cameron’s Avatar.
The Underground Toys’ product range will incorporate luminescent technology to capture the essence of James Cameron’s vision. The gift line, developed in partnership with Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will depict heroes, creatures and vehicles straight from the movie on luminescent wall scrolls, mugs, key chains, dog tags, jewellery, mobile phone accessories, pin badges and flat and figural key chains. The first wave of product is due to launch early December, to tie-in with the movie release on 18th December.
Robyn Morgan, Licensing Manager at Underground Toys says, “We are delighted to be partners with Fox on this ground-breaking movie. Avatar is the perfect match for our target demographic and we expect huge demand in both the collector and mass market. The full product range we will be releasing later this year will include the main characters, vehicles and creatures, with many more items being released in 2010.”
Carl Lumbard, SVP and Managing Director of Fox Licensing Europe and Latin America added, “The ‘Avatar’ merchandising program is a global endeavor and we will continue to find premiere licensing partners who are able to deliver James Cameron’s impressive vision for this film. Underground Toys certainly fits the bill.”
About JAMES CAMERON’S AVATAR
AVATAR takes us to a spectacular new world beyond our imagination, where a reluctant hero embarks on a journey of redemption and discovery, as he leads a heroic battle to save a civilization. The film was first conceived by Cameron 14 years ago, when the means to realize his vision did not yet exist. Now, after four years of actual production work, AVATAR delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film, disappears into the emotion of the characters and the sweep of the story.
About Underground Toys.
Underground Toys is a manufacturing and distribution company with offices and warehousing in both the UK and USA. They are considered an expert in finding and developing both new and retro entertainment properties. Underground Toys are part of a $38 million group making items such as voice key chains, plush, PVC dolls & action figures, key chains etc and hold licenses for Bakugan, Family Guy, The Simpsons, Doctor Who, Star Wars, Ben 10, Transformers, Star Trek and many other properties.
ABOUT TWENTIETH CENTURY FOX LICENSING & MERCHANDISING
A recognized industry leader, Twentieth Century Fox Licensing and Merchandising licenses and markets properties worldwide on behalf of Twentieth Century Fox Film Corporation, Twentieth Television and Fox Broadcasting Company, as well as third party lines. The division is aligned with Twentieth Century Fox Television, one of the top suppliers of primetime entertainment programming to the broadcast networks.
