Twentieth Century Fox Licensing and Merchandising, along with toy manufacturer Hasbro and specialty marketer Applause, have unveiled a major marketing push for summer 2001 event pic “Planet of the Apes.”
Merchandising program, which will be launched at Gotham’s Intl. Toy Fair (to be held Feb. 11-15), crosses all categories, and there are more than 50 domestic and international licensees already.
Program is expected to generate revenues for the studio along the lines of those for other Fox event titles such as “Independence Day” or “X-Men.”
Hasbro will unveil a line of action figures and collectible toys at the Toy Fair skedded to hit shops just before the film’s July release.
Dark Horse Comics will publish “Planet” comic books and graphic novels, while Buster Brown will produce footwear. In addition to traditional products such as lunch boxes, posters, knit caps, trading cards, T-shirts and backpacks, the “Planet” line will also include dioramas, inflatable furniture, scooters and scooter heads, underwear, clocks and shower caps.
“We have a dream team of creative cinematic talent reinventing one of the greatest film franchises of all time,” said Fox L&M prexy Steve Ross.
Licensees include Topps Co., Andrews McMeel, Urban Station and Toy Island.
Pic, which began shooting Nov. 6, is expected to wrap in April.