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Mattel nabs master toy rights to Cameron’s Avatar

With Toy Fair just days away, Twentieth Century Fox Licensing & Merchandising has appointed Mattel as the master toy licensee for Titanic and The Terminator director James Cameron's big-budget film Avatar, which bows in theaters this coming December.
February 13, 2009

With Toy Fair just days away, Twentieth Century Fox Licensing & Merchandising has appointed Mattel as the master toy licensee for Titanic and The Terminator director James Cameron’s big-budget film Avatar, which bows in theaters this coming December.

The toyco is on-board to develop a range of action figures and vehicles for an October rollout, leading up to the sci-fi film’s holiday release. The line will feature the heroes and creatures from movie, with each figure and vehicle sporting a 3-D web tag that kids can scan with a computer webcam to unlock special content unique to that product, such as bio information.

The adventure flick revolves around ex-marine Jake Sully as he gets caught in the middle of a battle between Earth’s armed forces and an alien race.

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