Merchandising Myth

By the time you read this, Lyra Belacqua will be a household name—at least, that’s what New Line Cinema, Scholastic Media and dozens of licensees are counting on. If the big-screen imagining of the first novel of Philip Pullman’s His Dark Materials fantasy trilogy brings to life the sophisticated world that he’s created for a whole new generation of fans, they’ll likely be clamoring for tie-in books, games, trading cards, toys and collectibles.

“[We] took a very similar approach to [New Line’s] Lord of the Rings trilogy,” says Leslye Schaefer, senior vice president of marketing and consumer products for the film’s co-producer, Scholastic Media. “With its rich mythology, it lends itself to movie tie-ins in publishing, the collectible market and the interactive category. For that reason, we signed Sega on as a partner and they created a fantastic multi-platform videogame.”

Numerous other categories are also in the works for the tale of 12-year-old Lyra’s epic journey—featuring shape-shifting animal familiars, armored polar bears and wise and beautiful witches—to the Northern Lights to rescue a kidnapped friend. Scholastic will release numerous book formats, including an illustrated movie companion, a guide to the world of the novel and movie storybooks.

Also debuting by 2008 are Inkworks trading cards; Andrews McMeel calendars; toys and collectibles from Corgi/Master Replicas; Tonner dolls; Mega Brands puzzles; and, from Sababa, UNO cards, a DVD game and a board game.

For Corgi, acquiring the master toy license took foresight, according to Darren Epstein, executive vice president of new business development. “The first conversation was about four years ago,” he says. “We reminded New Line that this was on our radar and as soon as they opened it up, we were in with our interest in the property.”

Corgi’s kids’ line includes action figures, playsets, a digital pet, plush and role-play toys. For adults, character statues, die-cast and prop replicas of the film’s spy flies and alethiometer (the titular “compass”) are all planned for the new year.

“The first book has strong female leads, but selling action product to girls has traditionally been problematic,” Epstein tells Playthings. However, he also notes, “We have had a superb experience selling our Harry Potter line in Europe … so we used our same strategy of making great cool product which would appeal to multiple strands of consumers.”

Doll designer Robert Tonner is another partner that expressed early interest in tie-ins for the film. “Fortunately for us, New Line likes our products and I believe they wanted to partner with high-end companies. When I saw the first images from the movie, I knew it was something that would be a killer project. Everything I’ve seen so far just takes your breath away.”

Tonner’s first releases will be collectible dolls of Lyra and Lord Asriel (Daniel Craig) and numerous versions of Mrs. Coulter (Nicole Kidman), including an FAO exclusive. Tonner adds, “I’d love to continue the line with Iorek Byrnison (the bear) and I think that Serafina Pekkala and Lee Scoresby would make great figures. As an artist and designer, “I look for properties that will challenge me and excite me,” Tonner says. “I am always attracted to properties with a lot of different costumes for their characters … we pick the most iconic or dramatic to replicate. My goal is to create a figure or a doll in a way that has never been out there before.”

It’s this kind of passion—from all its licensees—that the film’s producers are betting will carry it through to retail success. Notes Schaefer, “We’re looking for the brand to live and breathe beyond its time in theaters and DVD.”