Jazwares on board as master toy; USAopoly and Mattel also lining up product for classic brand.

Warner celebrates Wizard of Oz 75th with raft of activity

Warner Bros. Consumer Products has unveiled a strong roster of licensees as part of the 75th anniversary celebrations of The Wizard of Oz.

Master toy partner Jazwares, along with the likes of Mattel and USAopoly will launch products across categories including toys, collectables, games and more.

Jazwares is the first master partner for the property in recent history. It is due to unveil a range of five-inch small fashion dolls, play-sets and role-play accessories in the autumn inspired by the characters Dorothy, Glinda the Good Witch, The Wicked Witch of the West, Tin Man and Cowardly Lion.

Mattel will unveil three new Pink Label The Wizard of Oz Barbie dolls as part of the Barbie Collector line. Figures of Dorothy, Glinda the Good Witch and The Wicked Witch of the West are sculpted after the actresses who made the characters so memorable in the film.

USAopoly will launch The Wizard of Oz Monopoly featuring a custom-illustrated pop-up board centre – this showcases key locations in the film – plus farmhouse and Emerald City play pieces, which replace the traditional houses and hotels.

The firm will also release The Wizard of Oz 75th Anniversary Edition of The Game Of Life and Memory Challenge.

"No film in history is more recognisable than The Wizard of Oz, and in the lead up to its milestone anniversary we are working with a number of key licensing partners to commemorate this legendary story," said Karen McTier, EVP of worldwide marketing and domestic licensing at WBCP. "We are so thrilled to build a licensing programme that will allow fans to celebrate the magic of Emerald City for years to come."

Other licensees on board include Puppet Heap; Schylling; RJ Wright Dolls; Toto; Steiff; Tonner; Adora; Lionel Little Lines; Alexander Doll; Round 2; Funko, Rubie’s Costumes; Promotional Partners; and Darice.

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