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The Business of ‘Pacific Rim’

Striker's Russell Binder, Legendary line up potentially lucrative licensing deals for Del Toro pic

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Brand reps in Hollywood are quick to point out that it’s tough to put together major merchandising programs around a film that’s not a sequel or based on a popular property. Retailers want proof that products will sell before stocking them on shelves. Yet some risks have paid off: Sales of foul-mouthed talking bears took off for Universal and MRC’s “Ted”; and action figures and games sold well for “Real Steel,” both overseen by Striker Entertainment’s Russell Binder. Now he’s helped Legendary line up potentially lucrative licensing deals tied to Guillermo del Toro’s “Pacific Rim” that are as impressive as its onscreen giants.