Pre-TF2012: The Hobbit / LOTR
February 6, 2012

One of the 2012 toylines that I am most awaiting and most nervous about is The Hobbit (and the Lord of the Rings). I’m a huge fan of the books and the films, and cannot wait for December to roll around so that we may all be transported back to the magical and wonderful world of New Zealand…um, I mean Middle Earth. I have huge expectations for Peter Jackson’s return to the world created by J.R.R. Tolkien. But, what about the toys?

Frankly, the toyline is a huge question mark. I’ve no idea what to expect. Are we to judge the output of The Bridge Direct based soley upon their Zhu Zhu Pets and Justin Beiber products? Is that fair? Only, I suppose, if the same people who worked on those are working on the Tolkien lines. But, we don’t know that. Likely it’s a different brand manager, different sculptors, etc. The Bridge Direct has said they want their work on these products to put them on the action figure industry map. They must have done something to wow WB Consumer Products and be awarded the license in the first place.

What am I hoping for? C’mon. You know what I’m going to say. I want a solid 4″ line based on the new movies and the Lord of the Rings Trilogy. Yes, Toy Biz did some amazing work on the original figures and I understand fans would like Hobbit toys to be compatible. I get that. But, I still hope for an extensive 4″ line. We know they are planning Basic Figures and highly-detailed Collectors Figures, so maybe there’ll be 4″ and 6″ figures and everyone’ll be happy.

I just pray they’re good!

Jeff Cope
Jeff Cope has been collecting toys and action figures since he was a wee lad growing up in the 70s, and is still waiting to grow out of it. He's been involved in the online collecting community since he first started writing for Raving Toy Maniac in the mid-90s, and is proud to call AFi his online home.
Read other articles by Jeff Cope.





  • Jason Geyer says:

    Sure they did something to impress WB: they backed a truck full of Zhu Zhu Pets money to their door.

    My faith in the judgement of WB Consumer Products is zero.

    That said, Zhu Zhu pets had a lot of fun toy thinking behind it, so keep those hopes high!

  • Chip Cataldo says:

    Hey, even if they suck hard the Legos look amazing!

  • jeremy says:

    As far as I have heard, no product for Hobbit from Bridge will be shown

  • marc says:

    These are the same guys that did the LOTR small plastic painted soldiers and dioramas early on (Play Along). They can do amazing stuff and can get behind a whole comprehensive toy program, provided that the retailers give their support.

    • Gandalf says:

      What? I thought Play Along was bought out by Jakks Pacific? Do you mean that certain employees of Play Along are now working for Bridge Direct? And you’re sure they will be the team working on The Hobbit? How do you know this, and what is your source? Can anyone confirm this? That would be a huge relief to know that SOMEONE at this company has a history of both action figures AND Middle-earth.

      • Daniel Pickett JuliusMarx says:

        Yeah. The guys that started up Bridge Direct are former Play Along employees, and they did do some work on the “Armies of Middle Earth” line. That’s what helped the secure the license. They already had that relationship in place.

        Unfortunately I just heard back from Bridge Direct that they WON’T be showing their “The Hobbit” line at Toy Fair 2012.

  • Wall M Action Figure…

    […] (Play Along). They can do amazing stuff and can get behind a whole comprehensiv […]…

  • demoncat says:

    the one thing i hope besides bridge showing they can be a contender in the toy realm with a license like the hobbit is mostly how and if they will do Smaug like what size they will if they do him make him. for wb is taking a chance with giving the hobbit license to a new toy company inside of like hasbro or mattel or jaks.

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