US TOY FAIR 09: Fox taps Mattel for Avatar line

Full line of action figures and vehicles based on James Cameron film being planned.
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20th Century Fox Licensing & Merchandising has selected Mattel as the master toy licensee for the eagerly anticipated film, James Cameron's Avatar.

Mattel will now create a line of action figures and vehicles based on the sci-fi film. Products will begin to roll out in October, just ahead of the movie's launch in December.

"Avatar is one of the biggest and most anticipated films of 2009," said Elie Dekel, executive VP of Fox L&M. "The new universe created in the film is everything one would expect coming from the mind of James Cameron, one of the most accomplished creators and filmmakers of our time.

"In bringing this fantastic new universe to life in toys, it was essential that we partner with the world's biggest and best, Mattel.

"Mattel's abilities to continually innovate and strategically grow a toy brand over many years will be core to our long-term strategies."

Tim Kilpin, general manager for boys, girls and games at Mattel, added: "Developing toys for a movie as anticipated and innovative as Avatar allows us to push the envelope with our own innovation and design to produce an exciting, engaging line-up of products."

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