Fox Licensing unveils Avatar licensing programme

By Katie Roberts

December 11th 2009 at 8:25AM
Fox Licensing unveils Avatar licensing programme

James Cameron?s film fuels programme with over 125 products across four categories.

The film is due to be released in the US on December 18th and to support it, Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will launch products across video games, toys, apparel and publishing.  Partnering with industry leaders Ubisoft, Mattel, JEM, HarperCollins and Abrams. 

Robert Marick, executive vice president of Licensing and Merchandising: “Avatar is truly a game changer with its groundbreaking advances that deliver a uniquely immersive cinematic experience.

"We’ve taken inspiration from the film to develop one of the most expansive merchandising lines in Fox Licensing history. We have taken its cutting edge technology and tried to incorporate the same innovation into the entire line.”

Ubisoft’s video game release, James Cameron’s Avatar: The Game, is a natural extension of the universe created in the movie. The game is available for the Xbox 360 video game and entertainment system from Microsoft, PlayStation3 computer entertainment system, Wii system from Nintendo, Nintendo DS, Sony PSP and PC.

Ubisoft will also release James Cameron’s Avatar: The Game Limited Edition for the Xbox 360, PlayStation3 and Wii. The Xbox 360 and PlayStation3 versions will include two exclusive six-inch Mattel action figures - only available by purchasing the limited edition game.

Fox Licensing’s partnership with Mattel pushes the boundaries in product design by pioneering the latest technology in toys - augmented-reality. This marks the first time this technology will appear in a retail toy product. Each action figure, vehicle and creature in the product line will come with a 3D web tag, called an i-TAG, which consumers can scan using a webcam, revealing special content onscreen unique to the product.

Exact content varies for each item, but could include biographical information, additional images and animated models of the figures. When the i-TAG for deluxe figures, vehicles or creatures are placed under a webcam, animated 3D models will become animated, displaying engaging, evading or defending moves. Place two i-TAGs from the Battle Pack together and the 3D images will interact with each other.

To complement Mattel's range, Fox Licensing signed Sideshow Collectibles to develop a line of collectible statues, maquettes, life-size busts and dioramas. Originally introduced at this year’s San Diego Comic Con, the line already has fans buzzing in anticipation. In the new year, additional collectibles will be introduced from Gentle Giant Studios and The Noble Collection.

In apparel, JEM Sportswear and Awake will create a line of t-shirts, sweatshirts and fashion tops for young men and older boys. The line will feature the imagery and creatures from the film. To expand upon the apparel line, Accessory Innovations has been signed up to introduce a line of backpacks and bags.

Five new books from Abrams and HarperCollins will launch in time for the premiere. Abrams will introduce The Art of Avatar: James Cameron’s Epic Adventure, which features a foreword by Peter Jackson and an epilogue from James Cameron.

HarperCollins’ Children’s Books will publish a selection of titles  including James Cameron’s Avatar: The Movie Scrapbook, James Cameron’s Avatar: The Reusable Sticker Book and the movie-based chapter book -- James Cameron’s Avatar: The Na’vi Quest and Avatar: A Confidential Report on the Biological and Social History of Pandora.

Twentieth Century Fox also recently announced major marketing and promotional partners for the film including McDonald’s, Coca-Cola, Panasonic and LG Mobile.