Vivid extends The Hobbit deal into other territories

Vivid Deutschland to distribute toy line in Germany, Austria and Switzerland.
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The Deutschland subsidiary of top British toy company Vivid, is to distribute the toy line based on the upcoming Hobbit films in Germany, Austria and Switzerland.

The range is based on The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again. Vivid UK originally revealed the deal in early October.

Timed to reach fans prior to the December 2012 release of An Unexpected Journey, products available will include plush based on the main characters, board games, role play items and a full range of action figures.

Anja Schuh, MD of Vivid Deutschland, said: "Our toy line development gives us the confidence that we can reach multiple target demographics, from kids to adult fans and collectors.

"We will be covering the key categories and price points and bringing several magical hero products to market. The timing is perfect and we are already looking forward to Christmas 2012 and 2013."

Bruno Schwobthaler, SVP sales and business development EMEA at Warner Bros Consumer Products, added: "A strong toy line is one of the building blocks for the two films based on The Hobbit and we are very excited by the development and the roll out in Germany."


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