×
You will be redirected back to your article in seconds

WB goes on ‘Hobbit’ product journey

Studio lines up more partners around trilogy

With the first installment of “The Hobbit” out in theaters, Warner Bros. is looking to turn the trilogy into a major moneymaker in the retail aisle.

Since J.R.R. Tolkien’s book, on which the films are based, takes a lighter tone than “The Lord of the Rings,” Warner Bros. Consumer Products has been able to capitalize on the more family-friendly appeal of the films and lock down licensing deals with more toymakers, for example, this go around.

The Dec. 14 release of “The Hobbit: An Unexpected Journey,” a New Line Cinema and MGM production, also kicks off a three-year push by WBCP to launch a major merchandise program that it hopes will live on once the final pic, “The Hobbit: There and Back Again,” is released in summer 2014.

“The enduring popularity of the world of Middle-earth places ‘The Hobbit’ trilogy in a unique category of film franchises with the ability to delight fans for generations to come,” said Brad Globe, president of Warner Bros. Consumer Products. “We work closely with our impressive roster of licensees to create products that capture the spirit of this fantastically imagined world and give fans a chance to immerse themselves, once again, in Middle-earth with their favorite stories and characters offscreen.”

Popular on Variety

As part of the worldwide licensing program, WBCP has inked deals with the Bridge Direct and Vivid Group to serve as the co-master toy licensees for “The Hobbit,” with the companies producing detailed action figures, collector’s figures and role-play toys. Lego is also releasing construction sets and games inspired by key moments from the films, while Rubie’s Costume Co. will release costumes and accessories based on “The Hobbit” characters, including Bilbo Baggins, Frodo, Gandalf the Grey, Thorin Oakenshield, Saruman and Gollum.

Additional key licensees include Weta Workshop, which is replicating props from the film; the Noble Collection, which will produce collectibles; and United Cutlery for replicas of weaponry. Apparel will be produced by Bioworld, Jinx, Trevco, TV Mania and Elope, while Funko and Hallmark are also producing collectibles such as figures and ornaments.

Toys and puzzles are also being made by Pressman Toy, Games Workshop, Cryptozoic Entertainment, Ravensburger and Eaglemoss, while HarperCollins and Houghton Mifflin will publish tie-in books to the films.

Most of the products will be available at traditional retailers, although some of the products will also be sold through HobbitShop.com.

More Film

  • Joker

    'Joker,' 'Irishman,' 'Parasite' Receive ACE Eddie Awards Nominations

    The American Cinema Editors has nominated “Ford v Ferrari,” “Joker,” “The Irishman,” “Marriage Story” and “Parasite” for its ACE Eddie top feature film drama award. “Dolemite Is My Name,” “The Farewell,” “Jojo Rabbit,” “Knives Out” and “Once Upon a Time in Hollywood” received nominations in the feature comedy category. Nominated animated films include “Frozen 2,” [...]

  • SAG Awards Placeholder

    How to Watch the SAG Awards Nominations Live

    America Ferrera and Danai Gurira will announce the nominations for the 26th Annual Screen Actors Guild Awards on Wednesday at the Pacific Design Center in West Hollywood, Calif., beginning at 7 a.m. PT. The announcement will air live on TNT, TBS and truTV, and stream at tntdrama.com/sag-awards, truTV.com and sagawards.org. The SAG Awards nominations will [...]

  • Irishman Netflix

    How 'The Irishman' Cinematographer Used Three Cameras to De-Age the Actors

    At first glance, Rodrigo Prieto’s job as cinematographer on Martin Scorsese’s “The Irishman” seems complicated. But if you dig deeper, you find out it’s even harder than you’d imagined. In the video, he offers a crash course in some of his solutions, including the “three-headed monster” of three attached cameras to shoot the scenes where [...]

  • Omerta

    SF Studios Boards 'Omerta' Thriller Films and Series Starring Top Nordic Talent (EXCLUSIVE)

    SF Studios has boarded Nordic distribution and worldwide sales rights to a pair of action-thriller films and a series based on Ilkka Remes’ bestselling novel “6/12,” which will be directed by Antti J. Jokinen (“Flowers of Evil”) and headlined by Jasper Pääkkönen (“BlacKkKlansman,” “Vikings”). Titled “Omerta,” the new Finnish franchise will be produced by the [...]

  • The Champion

    Italy's 'The Champion' Picked Up for France Ahead of De Rome a Paris (EXCLUSIVE)

    French distributor Destiny Films has acquired rights for France to Italian soccer dramedy “The Champion” from Italy’s True Colours in the runup to the De Rome a Paris festival and confab, which kicks off Friday. Produced by Matteo Rovere’s Groenlandia (“Romulus”), “The Champion” turns on the uneasy relationship between a young male soccer star and [...]

  • Frank Sheeran (Robert De Niro) is

    AACTA International Awards Nominations Favor 'The Irishman'

    Netflix’s “The Irishman” garnered the most nominations for the Australian Academy of Cinema & Television Arts International Awards. It picked up six nods, ahead of five for “Once Upon A Time in Hollywood,” and the four each for “Joker,” “Bombshell,” and “Parasite.” AACTA’s international awards seek to “(honor) the best achievements in film excellence, regardless [...]

  • Prince Dead

    'Purple Rain,' 'Clerks, 'She's Gotta Have It' Added to National Film Registry

    “Purple Rain,” “Clerks,” “She’s Gotta Have It,” “Coal Miner’s Daughter,” “Amadeus,” “Sleeping Beauty,””Boys Don’t Cry” and “The Last Waltz” are among this year’s additions to the National Film Registry by the Library of Congress. The list also includes 1944’s “Gaslight,” starring Ingrid Bergman in an Oscar-winning performance; the 1955 film noir “The Phenix City Story,” [...]

More From Our Brands

Access exclusive content