Animation Blog

On December 18th, Twentieth Century Fox will release Academy Award®-winner James Cameron’s epic adventure – Avatar. To support the film, Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will launch one of its most innovative merchandising campaigns to date introducing more than 125 products across four key categories: video games, toys, apparel and publishing. Partnering with industry leaders Ubisoft, Mattel, JEM, HarperCollins and Abrams, Fox Licensing’s line will push existing boundaries to extend the movie experience as never before. ”

Avatar is truly a game changer with its groundbreaking advances that deliver a uniquely immersive cinematic experience,” said Robert Marick, Executive Vice President of Licensing and Merchandising. “We’ve taken inspiration from the film to develop one of the most expansive merchandising lines in Fox Licensing history.

We have taken its cutting edge technology and tried to incorporate the same innovation into the entire line.” James Cameron’s Avatar merchandising line was developed in collaboration with the key creative drivers of the film. The hands-on approach from both filmmakers and Fox Licensing has enabled a seamless entertainment experience that extends the story and vision of Avatar beyond the big screen. Ubisoft’s video game release, “James Cameron’s Avatar: The Game”, is a natural extension of the universe created in the movie. The game is available for the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, Wii system from Nintendo, Nintendo DS, Sony PSP and PC.

Along with the standard game, Ubisoft will also release “James Cameron’s Avatar: The Game” (Limited Edition) for the Xbox 360, PlayStation3 and Wii. The Xbox 360 and PlayStation3 versions will include two exclusive 6-inch Mattel action figures – Avatar Jake Sully and Na’vi Warrior Tsu’Tey – that will only be available by purchasing the limited edition game. Beyond the video game, Fox Licensing’s partnership with Mattel Inc. pushes the boundaries in product design by pioneering the latest technology in toys – augmented-reality – marking the first time this technology will ever appear in a retail toy product.

Each action figure, vehicle and creature in the product line will come with a 3-D web tag, called an i-TAG, which consumers can “scan” using a home computer’s webcam. Scanning the i-TAG will reveal special content onscreen unique to the corresponding product. Exact content varies for each item, but could include biographical information, additional images and animated models of the figures. When the i-TAG for deluxe figures, vehicles or creatures are placed under a webcam, animated 3-D models will “come alive” through engaging, evading or defending moves.

Place two i-TAGs from the “Battle Pack” together and the 3-D images will interact with each other. As a complement to the Mattel line, Fox Licensing signed Sideshow Collectibles to develop a line of collectible statues, maquettes, life-size busts and dioramas. Originally introduced at this year’s San Diego Comic Con, the line already has fans buzzing in anticipation. In the new year, additional collectibles will be introduced from Gentle Giant Studios, Inc. and The Noble Collection.

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Source Fox Licensing