Monkey business
Kelly Thacher -- Playthings, 4/1/2001
This summer will see the popular Planet of the Apes franchise returning to the silver screen—Tim Burton style.
With Twentieth Century Fox releasing Burton's reinvention of the 1960's sci-fi drama, Fox Licensing and Merchandising has launched an ambitious licensing program that aims at a wide demographic.
Lisa Licht, Fox's senior vice president of marketing, explained, "You've got a theatrical marketing machine that targets everyone from 12 to 80." Fox is counting on Burton's appeal to support the movie-related merchandise, and expects older Apes fans to get their kids involved.
Hasbro and Dark Horse Comics are two of the major players in a group of over 30 licensees in the worldwide merchandising campaign.
Hasbro is already out of the gate with a television ad campaign for its 6-inch action figures, Deluxe Thade with Battle Steed and collectible 12-inch figures (Leo, pictured).
Dark Horse promises to keep the marketing train on track with high-end figures, comic books and graphic novels, targeting the same adult collectors and fans Fox hopes to see at the box office. "We're very excited to have the license," said David Scroggy, Dark Horse's vice president of product development. An added treat will hit the market just in time for Halloween—full-size warrior helmets.
