HisDarkMaterials.org

Playthings has an extensive review online of the American International Toy Fair. Here's what they had to say about the His Dark Materials related merchandise.

Corgi also is previewing its extensive launch of product tied to The Golden Compass, the first chapter in Philip Pullman's sophisticated young-adult fantasy trilogy His Dark Materials. The much-awaited film from New Line and Scholastic about 12-year-old Lyra Belacqua's journey to the Northern Lights to rescue a kidnapped friend features shape- shifting animal familiars, talking armored polar bears, and dozens of intriguing characters, which will be represented in products for both kids and adults, Allen says.

"This is a huge deal for us on a number of levels," he adds. "We're really, really excited about it--it has the most beautiful style guide I've ever seen." New products for kids in 2007 will include character action figures; a battle-bear figure set; a digital pet that incorporates the idea of animal familiars inside a toy compass; large talking plush, smaller bean-bag plush and inside-out "shape-shifting" animal plush; role-play costumes; a board game and collectible trading cards. For adults, expect high-end prop replicas of the spy flies used in the film and the alethiometer itself, the titular "compass,” as well as detailed character statues and die-casts that feature "stunning likenesses," Allen says.

Also timed to the December 7 release of the film will be a host of tie- in books from Scholastic, the licensing agent for the property as well as producer of the film, and other items from its partners. "It's a really nice marriage and it's been really interesting for us," Leslye Schaefer, senior vice president of marketing and consumer products for Scholastic Media, tells Playthings. The Golden Compass is the first film that Scholastic has been involved with that has a budget anything near its size, some $150 million plus, she says, noting, "We're launching a huge campaign."

Random House, the book's publisher, will rejacket the books in the series with movie-themed artwork, and summer-reading promotional programs with Barnes and Noble and Borders are also in the works to drive kids' interest ahead of the film, Schaefer says. Additional deals include games and puzzles from Mega Brands and Sababa Toys.

6 comments - Add yours

#1

I don't see the point in republishing the books AGAIN! there are already loads of editions of it. But i'm pleased that they are going to advertise the film lots.

# February 14, 2007 17:39 by Lukerz

#2

It's a marketing strategy as much as anything. Book sales skyrocket around the movie release and inevitably it is those books which you can easily see are the books you're looking for - the ones in the enormous cardboard displays towering over both entrance and exit with a movie banner draped in between.

I've nothing against new jacketing, but can say I won't be buying yet another copy of HDM this round.

# February 14, 2007 18:54 by Phit

#3

I'll do just fine with my paperback collection that has the "His Dark Materials" artwork collectively stretching over the spines of each chapter. But I understand where they are coming from. I'm going to be very excited when I walk into a bookstore and see a giant stand up display for His Dark Materials...since I've never seen one before. lol

# February 14, 2007 23:15 by Stealthwolf