Underground Toys gets Avatar

20th Century Fox signs up firm to produce a range of gift items based on eagerly awaited film.
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Ambitious Underground Toys has signed a UK deal with 20th Century Fox to produce an extensive line of gifts inspired by forthcoming movie, James Cameron's Avatar.

The range will look to capture the essence of Cameron's vision, according to the company. It will depict heroes, creatures and vehicles straight from the movie on luminescent wall scrolls, mugs, key chains, dog tags, jewellery, mobile phone accessories, pin badges and flat and figural key chains.

The first wave of product is due to launch in early December, to tie in with the film's December 18th release.

Robyn Morgan (pictured), licensing manager at Underground Toys, said: "We are delighted to be partners with Fox on this groundbreaking movie. Avatar is the perfect match for our target demographic and we expect huge demand in both the collector and mass market.

"The full product range we will be releasing later this year will include the main characters, vehicles and creatures, with many more items being released in 2010."

Carl Lumbard, SVP and MD of Fox Licensing Europe and Latin America, added: "The Avatar merchandising programme is a global endeavor and we will continue to find premiere licensing partners who are able to deliver James Cameron's impressive vision for this film. Underground Toys certainly fits the bill."

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