Avatar merchandising bonanza?
The Hollywood studio behind Avatar is banking on the film to drive its biggest US product licensing push in years, starting with toy figures and expanding to items from home decor to party goods.
The News Corp.-owned 20th Century Fox is making that gamble even though consumers know virtually nothing about the blue, cat-like characters in Avatar who will be at the heart of the merchandising effort.
Fox has used its Avatar licensing deals, including one with Mattel Inc. for toys, as a way to recoup on what is one of the most expensive films in history, costing at least $237 million to produce, analysts said.
>>> Read more @ Business World online
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