Godzilla Will Roar Into Retail

From Variety

The licensing biz is showing no fear in rallying around Godzilla.
Fifteen years after Sony stumbled with its big-budget “Godzilla,” leaving many partners left with unsold merchandise tied to the Roland Emmerich-helmed film, Legendary Entertainment is finding that licensing partners are ready to line up behind its big screen adaptation of the Japanese monster.
Warner Bros. Consumer Products has begun putting together a growing list of partners around the summer film that stomps into theaters May 16, 2014.
Already Bandai America Incorporated has landed the deal to serve as the film’s master toy partner, and will create action figures and building sets around the film. Also on board are NECA, with gifts and novelties; Jakks Pacific (large scale figures); Bioworld (apparel); Trevco (apparel); Rubie’s (costumes for kids and adults); and Sideshow Collectibles, with detailed statues.
The idea is to attract attract mass and specialty retailers with toys and figures, apparel and accessories, costumes, publishing and products that cover other categories, with some products also available exclusively at WBShop.com.
“With an impressive and long-standing legacy that is known universally across all formats and multiple generations, Godzilla is one of the most iconic monsters to ever hit the silver screen,” said Brad Globe, president, Warner Bros. Consumer Products. “As the ‘King of Monsters’ prepares to take the world by storm, we are working with our licensing partners on behalf of Legendary to create products that bring to life the spirit of epic adventures and imagination captured by this much-anticipated film.”
Legendary, which also scored with a licensing push around Guillermo del Toro’s “Pacific Rim,” has been generating highly favorable buzz around “Godzilla” since showing a test reel of footage, that takes a more realistic approach to the character, at last year’s Comic-Con in San Diego, and before that to industryites.
“We believe that our new theatrical film brings a bold new take on Godzilla that will energize and mobilize fans on a worldwide basis and like never before,” said Joel Chiodi, executive VP, theatrical marketing, Legendary Entertainment. “This licensing program is an augmentation of the filmed entertainment experience, and while it will rally the powerful base, Godzilla the movie will introduce a whole new generation of fans to this franchise.”