The movie, directed by M Night Shyamalan is a live-action fantasy based on the Nickelodeon animation series Avatar: The Last Airbender, and is launching worldwide in the summer.

The marketing campaign will promote action figures and role-play items developed by the brand's master toy licensee, Spin Master and the official video game for the film, developed by THQ.

The campaign includes exclusive in-store POS materials, online banners at nick.com, and a co-branded television commercial airing on Nick networks in all four regions driving fans to Toys R Us stores.

In addition, a discount promotion for Spin Master toys will be available in UK stores.

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