A major UK licensing plan for the Japanese goliath, Godzilla has been detailed as the monster prepares to storm its way into cinemas with two films in the next two years.
The Japanese licensor Toho has named Rocket Licensing its UK and Ireland representative for the mythical Godzilla and its brand extension as it looks to target the apparel, accessories, homewares, toys, novelties and gifts sectors.
The monster is also said to be making a move for publishing, stationery and games and puzzles with both classic and new movie appeal.
Two new Godzilla films are slated for release in as many years with Godzilla: King of the Monsters scheduled for 2019 and Godzilla vs Kong (a tentative title) pencilled in for 2020. The upcoming 2019 blockbuster from Warner Bros and Legendary features Stranger Things’ Millie Bobbie Brown.
Both Rocket Licensing and Toho expect demand for licensed product to be “higher than ever” as they prepare to celebrate 65 years of the Godzilla trope.
The story of Godzilla itself os steeped in Japanese cultural and social history. The monster began life as a Jurassic creature that evolved from a sea reptile to a terrestrial beast, awakened by thermonuclear tests.
Over time, the franchise evolved and Godzilla - along with the other creatures from the Godzilla films - have become a metaphor for social commentary in the real world. The characters have become to embody the emotions and social problems of each era.
The 1954 classic Godzilla from Toho is today widely regarded as a masterpiece and the launch pad of a monster franchise that has now spanned 64 years and more than 30 films, culminating in the most recent and most controversial 2016 title Shin Godzilla.
Last year, Toho launched its first animated production now currently streaming on Netflix.
Not only a cinematic hit, Godzilla has inspired and sparked much in today’s pop culture scene and the genre’s success at retail. The beast has become the star of a number of video games, novels, comic books and TV shows.
Charlie Donaldson, joint managing director of Rocket Licensing, said: “With the arrival of the fantastic new Godzilla film in 2019 and the launch of the animated trilogy on Netflix, awareness of the property is sky-high and growing among fans old and new.
“The time is undoubtedly right for a new licensing campaign in the UK, and we are delighted to be showcasing the brand at this year’s BLE.”