Underground Toys announces new range of Avatar merchandise

The gift line is officially licensed by Twentieth Century Fox and apparently will “incorporate luminescent technology to capture the essence of James Cameron’s vision”. We don’t know what that means, but it sure sounds impressive. The range will depict many of the movie’s characters from heroes to creatures and, (clearly expecting to be a hit with car fiends), vehicles and includes customary trinkets such as key chains (both flat and figural), mugs, mobile phone accessories and pin badges. More interestingly, there are also dog chains (clearly aiming for the male market), jewellery (intriguing, will these be based on the tribal Na’vi – those blue folk from the promotional posters?) and luminescent wall scrolls.

The first wave of merchandise will roll out in early December (just in time for Christmas) and it’s a collaboration that has clearly excited the suits at Underground Toys. “We are delighted to be partners with Fox on this ground-breaking movie,” gushes Robyn Morgan, Underground Toys’ licensing manager. “Avatar is the perfect match for our target demographic and we expect huge demand in both the collector and mass market. The full product range we will be releasing later this year will include the main characters, vehicles and creatures, with many more items being released in 2010.”

Fox Licensing are playing it more discreetly, Carl Lumbard, their senior vice president and managing director for Europe and Latin America (now that’s a long title) simply adding: “The Avatar merchandising program is a global endeavor and we will continue to find premiere licensing partners who are able to deliver James Cameron’s impressive vision for this film. Underground Toys certainly fits the bill.”

We sure hope so and will certainly be featuring their goodies on our list to Santa this year…

[via Pop Culture Zoo]

UPDATE: Get all the best Avatar merchandise, from cool graphic tees to replica props here.