Saturday, February 14, 2009

Mattel Plays With Cameron's "Avatar"...

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Twentieth Century Fox Licensing & Merchandising has selected Mattel, Inc. to develop a toy line inspired by writer/director James "Terminator" Cameron's upcoming 3D tent-pole feature "Avatar".

As master toy licensee for the sci-fi film property, Mattel will create a line of action figures and vehicles scheduled for retail across North America October 2009, generating interest for the film's wide release in December.

The announcement was made by Elie Dekel, Executive Vice President of Fox Licensing and Merchandising.

Mattel's toy line will feature heroes, creatures and vehicles from the "Star Wars"-inspired film, with each item tagged for 3D interactivity. Consumers will be able to 'scan' each tag, unlocking content unique to the product.

"''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..."

"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."

"Avatar" marks Cameron's return to feature directing since 1997's "Titanic", the highest grossing film of all time and winner of eleven Oscars including Best Picture.

Premise of the film follows ex-marine 'Jake Sully', torn between duty and honour when he is caught in a battle between the armed forces of Earth's star-faring consortium and an exotic alien race whose entire world is threatened by the human invaders.

Cast includes Sam Worthington, Zoe Saldana, and Sigourney "Alien" Weaver.

Academy Award-winning visual effects house, WETA Digital, noted for its work in "The Lord of the Rings" trilogy and "King Kong" will incorporate new CGI technologies transforming environments and characters into photorealistic 3D imagery, while transporting audiences into alien worlds rich with fresh vistas, creatures and characters...