THE HOBBIT Toy License Awarded to "The Bridge"

[JeffSaylor]

Action figures, playsets and more coming in 2012...

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Warner Bros. Consumer Products announced today that it has awarded the worldwide master toy and game licensing rights for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again to The Bridge Direct, Inc. (thebridgedirect.com), the global children's consumer products company. The Bridge will develop an array of products inspired by the two films being directed by Peter Jackson - who previously brought Middle-earth to life with the award-winning Lord of the Rings trilogy - including action figures, playsets, and role play accessories.

Timed to reach consumers prior to the December 14, 2012 release of the first film, The Hobbit: An Unexpected Journey, The Bridge will debut a multi-category toy line. The battle begins with Basic Action Figures, Adventure Packs, Beast Packs, and highly detailed Collector Figures. Fans can become real-life heroes with premium role play items including a Basic Sting Sword, a Basic Orcrist Sword, a Dwarven Battle Axe, and a Deluxe Sting Sword that features a blue glow just like in the film, bringing the thrill and the fantasy of the two films to life. The Bridge will reveal the 2012 product line to key retail partners in the coming weeks.

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[S'laargorath]

Never heard of this company

Please, please tell me the figs will be in scale with my hundreds of Toybiz LOTR figs so I can display everything together.

[JeffSaylor]

Never heard of this company

Nor had I. Evidentally they make those wildly popular Zhu Zhu Pets. But closer to topic, some involved with PlayAlong and the LOTR figures they produced years ago, are with this company. So I hear.

[big-e]

Man, after checking out their website, I get a very corporate vibe. Time will tell, but I am not holding my breath of getting anything near what Toybiz did back in the day. I would love for them to prove me wrong though.

[ZombieSlayer909]

Yeah the bar has been set pretty high with Toy Biz. I have a sinking feeling we won't get the scale or quality we're all hoping for, especially in this market.

Now we'll have to wait for some prototypes.