20th Century Fox Consumer Products is looking to further grow its licensing programme around Avatar, following the announcement of two sequels to the original blockbuster film.
The second and third Avatar movies are due for release in December 2014 and December 2015 respectively, meaning that the consumer products programme has significant long-term potential.
New partners to the current UK drive include Ravensburger for puzzles and games, plus Rubies for dress-up and accessories. In addition, following the success of The Art of James Cameron's Avatar companion book, The Making of Avatar from Abrams proved popular during the Christmas period.
On top of this, product from Ubisoft, The Noble Collection, Sideshow, Blues Clothing, Danilo and GBeye is also selling well.
"We're absolutely thrilled to confirm that the Avatar experience will continue, and will offer our licensing partners a highly visible commercial opportunity that will span the next five years and beyond," said Carl Lumbard, SVP and MD of Fox Consumer Products Europe. "We are working hard to extend James Cameron's cinematic vision into a broad line of products that will engage fans in the world of Avatar through our licensing partnerships and product development process."
Avatar is the highest grossing film of all time, taking in over $2.8 billion at the worldwide box office.