Warner Bros. consumer products have awarded Lego with the rights to merchandise official products for The Hobbit, Variety reports. The first products expected to hit store shelves will be The Lord of the Rings tie-in merchandise this June, with more products set to roll-out prior to the film’s release in December 2012.
According to Variety, the deal will grant Lego exclusive rights to the characters, settings, and stories which appear throughout J.R.R Tolkien’s world:
“Only Lego, with their expertise in the construction category, is capable of doing justice to the incredibly imaginative environments depicted in the world of ‘The Lord of the Rings’ and the two films based on ‘The Hobbit,'” said Karen McTier, executive VP, domestic licensing and worldwide marketing, Warner Bros. Consumer Products. “These films give life to amazing worlds and characters and we are thrilled to bring fans these products that deliver an imaginative play experience befitting of these beloved properties.”
This announcement is just the latest in a string of licensing deals made by Lego:
“Our collaboration with Warner Bros. Consumer Products has delivered numerous worldwide successes in the construction toy aisle, introducing us to loyal audiences who love great stories, strong characters and the toys that they inspire,” said Jill Wilfert, VP, licensing and entertainment for the Lego Group. “It’s particularly exciting to now be able to create sets based on the fantasy worlds and characters from ‘The Lord of the Rings’ trilogy and ‘The Hobbit,’ not only because we know they will foster collectability and creative play, but also because these are two properties that our fans have been asking us to create for years.”
Will you be purchasing any of The Hobbit merchandise?
Thanks to Matt for the tip!
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