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New Line launches Mask toy line

New Line, in association with Toy Island, has developed a line of talking, transformable Mask action figures to debut in stores in early March....
January 1, 1997

New Line, in association with Toy Island, has developed a line of talking, transformable Mask action figures to debut in stores in early March.

The electronic toys are the first licensed specifically for the hit animated series, now in its second season on CBS, and completing its first year as a syndicated strip.

The launch of the toy line will be supported by a multimillion-dollar national advertising campaign and a spring affiliate promotion.

The action figures retain the spirit and attitude of the animated show. They will be fully ‘morphable,’ says David Imhoff, senior vice president, worldwide licensing for New Line. Arms, legs and even heads can be disassembled and reassembled into new Mask creations. Each head comes with a voice chip that recites different comic lines when placed on a new body.

Toys ‘R’ Us and Kay-Bee Toys have already placed orders for the product line, and additional action figures and other play items will be available later in 1997. A second-quarter fast-food promotion, under negotiation, is set to correspond with a second wave of toy products.

In another development, New Line and Morgan Creek Productions have entered into an agreement in which the characters from The Mask and Ace Ventura: Pet Detective will cross over to each other’s shows on CBS. The March 8 broadcast marks the beginning of a series of licensing and promotional activities combining the two characters. New Line has developed a special style guide specifically for Mask/Ace products, which should be on the market by summer 1997.

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