The Bridge Direct gets The Hobbit licence

WBCP signs the firm as worldwide master toy and game partner.
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Warner Bros. Consumer Products has announced that The Bridge Direct has won the worldwide master toy and game licensing rights for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again.

The deal covers action figures play-sets and role play items and more. Products will go to retail in autumn 2012, timed to hit shelves before the release of The Hobbit: An Unexpected Journey on December 14th.

Karen McTier, EVP of domestic licensing and worldwide marketing for WBCP, said: "We're thrilled about our partnership with The Bridge Direct, which produces engaging products that will recreate the storyline with stunning detail.

"Thanks to many of the same creative minds behind The Lord of the Rings trilogy products, we’re looking forward to unveiling a robust toy line for the two films that captures the excitement of the beloved adventure and delights loyal fans of the series."

Jay Foreman, president and CEO of The Bridge, added: "The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again promise a timeless story, a broad range of appealing characters, thrilling action and the incomparable movie magic brought to life by master filmmaker Peter Jackson, all of which will make for an amazing toy line."

Initial lines will include basic action figures, adventure packs and detailed collectors figures. Weapons from the film will also be bought to life in a series of premium role-play items, such as a Dwarven Battle Axe.

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