VEGAS 2010: Fox Consumer Products reveals Avatar plans

Division extends merchandising programme with new partners in key categories.
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With $2.7 billion in box office receipts and a best selling DVD and Blu-ray release, with nearly 20 million copies sold worldwide in the first three weeks alone, James Cameron’s Avatar is more than the most successful film of all-time.

Twentieth Century Fox Consumer Products is harnessing this success, and following on from the existing licensing programme that registered $153 million in retail sales, is planning a long-term consumer engagement strategy.

The initial licensing programme was supported by one of the most extensive merchandising programs in Fox Consumer Products’ history with over 125 licensed products across four major categories, including toys, apparel, publishing and video games.

This autumn, Fox Consumer Products will have more merchandise lined covering categories including Back-to-School, Halloween and Christmas, including new entrants into the costume, board games, bedding and social expressions category. New partners include Rubie’s, Mega Brands, JLA Home, Trends International and Abrams.

“Avatar is a true game changer. I don’t think the world has seen anything like it and the best part is that it’s just the tip of the iceberg,” said Robert Marick, executive vice president of Fox Consumer Products.

“We know that Avatar can thrive at retail independent of new movie releases and we are developing creative ways to engage fans throughout the year.”

To build awareness, Fox Consumer Products is working with Lightstorm Entertainment and Twentieth Century Fox Studios to exploit various social media sites and the site.


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