Universal Brand Development has given a first glimpse at the celebrations to mark the 40th anniversary of one of the most iconic events in cinema history – E.T. the Extra-Terrestrial.
The beloved film from Universal Pictures and Amblin Entertainment will be marked with a curated mix of special screenings, new consumer products, digital and social media campaigns, as well as unique retail activations that capture the magic and timeless appeal of this classic movie.
“It is simply a masterpiece and still invokes such a strong connection and reaction from global audiences,” commented Paul Bufton, vp EMEA. “It is also a particularly good time for this anniversary because recently so many families have rediscovered, together, the immense joy of the film. Parents have watched E.T. and the kids, of course, now love it as much as the previous generation – quality storytelling and genuine emotion never get old.”
UBD has lined up a first-in-class roster of global licensees to fully explore the boundless product possibilities with organic extensions that leverage the toyetic and kidult appeal of the property. Mattel has signed on to create iconic E.T. feature plush that brings the classic, beloved character to life. Additional new global partnerships include Funko and Fisher Price (collectables), WOW Stuff (novelty), Basic Fun (retro collections) and Ravensburger (puzzles) bring depth to the licensed category range. In addition to the global toys and games players, UK-specific partnerships have been forged with Posh Paws (plush), RMS (amusement toys) and Nobel (chess). TOMY will also be launching a range of preschool plush.
In the UK, there is a robust fashion and lifestyle programme that includes babywear launches from Poetic Brands, Crib Star and Sleep No More. There will also be a host of new adult softlines.
On the global fashion front, UBD has ensured that the E.T. programme will be prominently spotlighted in high-end boutiques and elite shopping destinations across Europe throughout 2022.
New partnerships include Difuzed (adult/young adult apparel and accessories), Mini Rodini (kids apparel and home textiles) and popular fast fashion online platforms such as Zaladno, AboutYou and EMP. In addition, H&M Kids is putting the finishing touches on its exclusive offerings that will be launched later this year.
One of the most creative extensions to mark the anniversary is a replica of Elliot’s iconic BMX bike that will hit mass retail later in the year (E.T. riding in the basket not included).
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