Mattel is Master Toy Licensee for Cameron's Avatar
Source: 20th Century Fox
February 13, 2009

Twentieth Century Fox Licensing & Merchandising (Fox L&M) has selected Mattel, Inc. to develop a toy line inspired by one of the most anticipated films of the year -- James Cameron's Avatar. Tapped as master toy licensee for the epic sci-fi film property, Mattel will create a line of action figures and vehicles scheduled to hit retail nationwide in October 2009, months in advance of the film's release in December 2009. The announcement was made today by Elie Dekel, Executive Vice President of Fox Licensing and Merchandising.

Mattel's Avatar toy line will feature heroes, creatures and vehicles straight from the blockbuster film. Each action figure or vehicle will come with a 3D web tag, bringing a new level of interactivity to Mattel's newest action play line. Utilizing a computer's webcam, consumers can "scan" the web tag, unlocking special content unique to the product, like bio information on action figures and creatures, virtually on a home computer.

"'Avatar' is one of the biggest and most anticipated films of 2009," said Dekel. "The new universe created in the film is everything one would expect coming from the mind of James Cameron, one of the most accomplished creators and filmmakers of our time. In bringing this fantastic new universe to life in toys, it was essential that we partner with the world's biggest and best, Mattel. Mattel's abilities to continually innovate and strategically grow a toy brand over many years will be core to our long-term strategies."

"Mattel has a long history of teaming up with some of Hollywood's biggest blockbusters, and it continues with our partnership with 'Avatar,'" said Tim Kilpin, GM for Boys, Girls & Games, Mattel, Inc. "Developing toys for a movie as anticipated and innovative as 'Avatar' allows us to push the envelope with our own innovation and design to produce an exciting, engaging lineup of products."

Jon Landau, producer of Avatar added, "I am a firm believer that a great toy program, done right and with the right creative collaboration can extend the movie experience. Jim and I have been working intimately with both Fox L&M and Mattel to ensure that this will be a top-notch innovative toy line-up. We have seen the products and can't wait for their release."

More than 10 years in the making, Avatar� marks Cameron's return to feature directing since helming 1997's Titanic, the highest grossing film of all time and winner of eleven Oscars® including Best Picture. Avatar is an epic adventure film where ex-marine Jake Sully is torn between duty and honor when he finds himself caught in a battle between the heavily armed forces of Earth's most powerful star-faring consortium and an exotic, noble alien race whose entire world is threatened by the human invaders.

The Avatar cast includes Sam Worthington, Zoe Saldana, and Sigourney Weaver. Academy Award-winning visual effects house, WETA Digital, renowned for its work in "The Lord of the Rings" trilogy and King Kong, will incorporate new intuitive CGI technologies to transform the environments and characters into photorealistic 3D imagery that will transport the audience into the alien world rich with imaginative vistas, creatures and characters.

| 21 comments | Add a comment


Posted by: Danny on February 13, 2009 at 10:13:01

Can't wait to see this freaking movie, its gonna be beautiful, James Cameron is the man

Posted by: James Cameron on February 13, 2009 at 11:15:27

I haven't decided on when the trailer will be released yet. But when I do "Tweedle dee" will be the first to know.

Posted by: Snarky Bastard on February 13, 2009 at 11:36:49

WOW... thanks for writing in here, Mr. Cameron. I love your movies!

Oh wait. I mean:

Thnx 4 wrting in here Mr Cameron! I luv yr moviez!!! YOU ARE TEH BEST DIRECTOR EVAR, except 4 Titanic, that sucked asz.

Posted by: X-Frog on February 13, 2009 at 12:12:21

Isn't it funny how Cameron's worst film is the most successful and one of the best reviewed films ever made?

Anyways, Avatar is going to be great. Lets just hope it will be shown in 2D or else I won't be able to see it in theaters.

Posted by: SHAM-WOW on February 13, 2009 at 12:19:09

It's seriously time for some official footage, pictures, or behind-the-scenes content. I mean, isn't this supposed to be the Second Coming? You'd think Fox would've rolled out an announcement teaser with a holiday '08 movie.

Posted by: Frozie on February 13, 2009 at 12:31:05

X-Frog, don't get sensitive about Titanic. It is not one of the best reviewed films of all time; that's idiotic. Really looking forward to this movie; there are milestones in special effects - Star Wars,Blade Runner, Alien, T2, Jurassic Park, Titanic, and others - and I hope this movie is another one. Cameron pushes the limits.

Posted by: Air Force One on February 13, 2009 at 12:43:14

James Camereon is one of the best. Why is this guy not doing the Terminator any more?

Posted by: X-Frog on February 13, 2009 at 13:04:51

Um, Frozie, only until recently Titanic had 98% on rottentomatoes. Titanic is one of the best reviewed movies out there. The backlash of its success now mindlessly grew out of control, thats because the geeks that make up the internet and critic circles hate popularity and success. It wont be long before the same happens to The Dark Knight, it's already beginning to happening. This mindless backlash has also been kicking into gear for the LOTR trilogy, which is something that was unthinkable back in the day.

Posted by: J Master on February 13, 2009 at 16:01:19

Sorry, Cameron's worst is Piranha 2, hands down.

Posted by: G@BRIEL GR@Y on February 13, 2009 at 16:01:48


Posted by: J Master on February 13, 2009 at 16:03:40

Oh, Cameron left Terminator for some odd reasons having to do with Fox studios selling the rights but him only wanting to work with Fox on it. I don't get that myself, after all he created Terminator and it created him.

Posted by: Dwight Schrutte on February 13, 2009 at 17:34:02

They say this is his first movie in 10 years, I call BS! He directed Aquaman starring Vinny Chase 3 years ago!!

Posted by: mike on February 13, 2009 at 19:02:05

Avatar has The Abyss written all over it. It's gonna bomb, GUARANTEED!

Posted by: Darkest Knight on February 13, 2009 at 21:20:34

I don't get what all the hype is about. We haven't seen one image, clip, anything. The plot isn't amazing either. Right now I have no opinion of it other than that it has a good director. Toy line doesn't make me too excited either. Sounds like the story may be oversimplified and maybe even kiddified.

Posted by: Crazy Larry on February 13, 2009 at 22:16:57

Cameron did not leave Terminator, it was taken from him. His ex-wife was a producer and she took the rights from him in their divorce. When T3 was made they didn't want Cameron involved. Cameron couldn't do anything about it because he lost the rights.

Posted by: Aang on February 13, 2009 at 22:40:43

Hey! When's my movie comin out I'm the Avatar

Posted by: Frozie on February 14, 2009 at 00:06:20

X-Frog, you're an idiot. Don't make **** up because you know you're incorrect, "until recently," hahaha.

Posted by: Ken J on February 14, 2009 at 01:45:50

Cameron gave the rights to Terminator to Linda Hamilton when they got divorced and she sold it to someone. So unless someone writes a script and finances a Terminator movie and approached Cameron to direct it and he chooses to take on the project, he won't be doing any more Terminator movies.

Posted by: Ken J on February 14, 2009 at 01:46:52

I forgot who Hamilton sold it to, sorry for just saying "someone" lol.

Posted by: joe asylo on February 14, 2009 at 01:48:57

man hope they show something in this year toyfare.

Posted by: Nes on February 14, 2009 at 14:12:15

I think the first trailer will be with wolverine x man origins. It is also a fox movie.

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