Vivid Deutschland to distribute The Hobbit toy range

Warner Bros links with the subsidiary of Vivid Group in the new distribution deal.
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Vivid's toy line is due to reach consumers before the release of the next film - The Hobbit: An Unexpected Journey. The firm is creating a line which includes plush, board games, action figures and role-play.

Anja Schuh, managing director, Vivid Deutschland, said: "Our toy line development gives us the confidence that we can reach multiple target demographics, from kids to adult fans and collectors.

"We will be covering the key categories and price points and bringing several magical hero products to the market. The timing is perfect and we are already looking forward to Christmas 2012 and 2013.”

Bruno Schwobthaler, SVP sales & business development EMEA at WBCP, added: "A strong toy line is one of the building blocks for the two films based on The Hobbit and we are very excited by the development and the roll-out in Germany.

"As the licensing programme for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again unfolds, we will be following with more announcements of partnerships across all key categories."

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