New product line dawns

The dead shall rise again. . .in stores

New Line is creating fresh merchandise based on George A. Romero’s zombie classic “Dawn of the Dead,” 25 years after its theatrical release.

Title will fit into New Line’s House of Horror brand, an umbrella line being launched at this week’s Gotham licensing show, with product featuring such horror heavyweights as Jason, Freddy Kruger and Leatherface.

” ‘Dawn of the Dead’ was the launching pad for every zombie movie, and the marketplace has never had a significant program,” said David Imhoff, senior exec veep, worldwide licensing and merchandising, New Line.

Studio acquired licensing rights to “Dead” from New Amsterdam Entertainment. “We went outside of our company and looked for properties that if we worked with we might be able to take to a new level,” Imhoff said.

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