Middle Earth recreated in Waterstones for The Hobbit launch

Chain to stock merchandise including toys, games and collectables across UK.
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Warner Bros. Consumer Products has revealed a special retail event at Waterstones branches across the UK, tying in with the launch of The Hobbit: An Unexpected Journey.

The children's reading area in its flagship London store in Piccadilly has been transformed into Bag End, Hobbit Bilbo Baggins' home in the Shire.

Hobbit footprints and bespoke signage will lead families through a circular archway into a The Hobbit: An Unexpected Journey-inspired reading area. This has been specially decorated with film-themed props.

In addition to the original books by J.R.R Tokien and publishing tie-ins such as The Hobbit: An Unexpected Journey's Official Movie Guide, products on display will also include toys, games and collectables from licensees including LEGO, Vivid, Ravensburger, Winning Moves and Noble Collection.

To drive consumer awareness, Waterstones is supporting the activity with themed displays in 220 branches, an exclusive competition to win a £500 goodie bag and marketing communications.

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