Vivid joins The Hobbit line-up

Katie Roberts

By Katie Roberts

October 10th 2011 at 5:34PM
Vivid joins The Hobbit line-up

Firm to develop products in key toy categories for the two upcoming films.

Vivid is on board along with The Bridge Direct in order to create global distribution. The new lines will be based on The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again for distribution in Europe, Middle East, Africa, Australia and New Zealand.

WBCP last week announced The Bridge Direct as its toy partner, producing products in additional key toy categories for distribution in the Americas and Asia. The companies will co-develop an range of products inspired by the two films.

Products are set to hit shelves in advance of the release of the first film, The Hobbit: An Unexpected Journey on December 14th, 2012.

Vivid's key products are set to include plush based on the main characters in the film, board games, mini figures and more.

Meanwhile, The Bridge will debut basic action figures, adventure packs, beast packs and detailed collector figures.

A range of role-play items will also include a Basic Sting Sword, a Basic Orcrist Sword, a Dwarven Battle Axe, and a Deluxe Sting Sword that features a blue glow as it does in the film.

The companies will share global distribution with Vivid managing Europe, Middle East, Africa, Australia and New Zealand and The Bridge handling the Americas and Asia.

Paul Bufton, general manager, Warner Bros. Consumer Products UK, commented: "We’re incredibly proud to be welcoming Vivid into our stable of world-class toy partners. They are defined by their passion, imagination and understanding of the brand and it’s these qualities that will see them produce a product line, inspired by the two upcoming films based on The Hobbit, that will exceed all expectations.

"The power of Vivid Group and The Bridge working together to co-develop and co-distribute the range ensures that fans of all ages the world over will have access to a comprehensive offering of great products."

Paul Weston, CEO of Vivid Group, added: "The Lord of the Rings was such a massive toy success for Vivid. Our involvement in the toy line for the two films based on The Hobbit feels very natural and very exciting.

"Working alongside Jay Foreman and The Bridge team to create a highly collectable, well-priced product line has been a great experience that has combined great talent from both sides of the Atlantic."

Vivid and The Bridge will reveal the 2012 product line to key retail partners in the coming weeks.