Rocket Licensing has added to its portfolio, signing a deal with DreamWorks Studios' upcoming film, Real Steel.
The ambitious firm is now looking to turn it into a long-term boys franchise.
Opening at the UK box office in October, Real Steel stars Hugh Jackman and focuses on a new high-tech sport of robot boxing.
Rocket has already signed up licensing partners for posters, trading cards and for a Real Steel partwork. The campaign will then extend into key product categories such as apparel, nightwear and underwear, print and paper goods, partyware, gifting, accessories, housewares, textiles, computer and mobile phone accessories, food and drink.
Jakks is also on board as toy partner.
"Real Steel is a great film - and a whole lot more," said Charlie Donaldson, joint MD of Rocket Licensing. "It's a gritty, thrill-packed action adventure and a thoroughly involving story. It's also full of memorable characters, scenes and concepts that offer enormous potential to make it a major new boys and young men's franchise.
"We think this film will really pack a punch - both on screen and at retail."
Jeff Small, president and COO of DreamWorks Studios, added: "When it comes to licensing opportunities, Real Steel is a triple threat, combining an exciting story, compelling characters - both human and robot - and non stop action."