Los Angeles, CA (CNS) - Mattel, the makers of the iconic Barbie dolls, has been tasked to create a toy line for James Cameron's upcoming 3-D sci-fi flick, "Avatar," 20th Century Fox announces.
The toy company giant will develop a toy line inspired by the film, including action figures and vehicles. Each toy will come with a 3D web tag, which will allow interactivity to the line.
Using a computer's webcam, consumers can "scan" the 3D web tag to unlock special content unique to the product. The toys will hit shelves in October.
Fox Licensing and Merchandising executive VP, Elie Dekel said in a statement, "Avatar is one of the biggest and most anticipated films of 2009. The new universe created in the film is everything one would expect coming from the mind of James Cameron, one of the most accomplished creators and filmmakers of our time."
"In bringing this fantastic new universe to life in toys, it was essential that we partner with the world's biggest and best, Mattel. Mattel's abilities to continually innovate and strategically grow a toy brand over many years will be core to our long-term strategies."
"Avatar" tells the story of ex-marine Jake Sully, who finds himself caught in a battle between Earth's most powerful star-faring consortium and an exotic, noble alien race whose entire world is threatened by human invaders.
The film stars Sam Worthington as Jake, with Zoe Saldana and Sigourney Weaver. It is scheduled to premiere on December 18.
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