Upcoming Indiana Jones Adventure to be Backed by Major Companies in Global Licensing and Promotional Program

by Jay Cochran
June 18, 2007
Indiana Jones, the world’s greatest action hero, returns to theaters May 22, 2008, and his newest on-screen adventures will be supported by an impressive array of leading companies as part of a broad global licensing and promotional campaign across a wide range of product categories designed to appeal to all ages.

In the toy category, Hasbro, Inc. (NYSE:HAS) will develop a broad line of action figures, vehicles and role play as well as games.

LEGO, the world’s best-selling construction toy brand, has also come on board as the exclusive licensee for building sets.

Hallmark is on board in the greeting cards, party goods and ornaments categories, and Random House, Scholastic and DK Publishing will provide the foundation for a robust publishing program.

Following their string of best-selling titles, LucasArts will support the franchise with breakthrough Indiana Jones video games that will allow players to “live” all-new Indy adventures.

In addition, the upcoming Indiana Jones movie will also be supported by a strong slate of major promotional partners, including Burger King and MARS North America, with more partners to be announced soon.

“It’s been 19 years since the last film and we are sensing a huge pent-up demand for everything Indy,” said Howard Roffman, President of Lucas Licensing. “We’re delighted that blue chip companies like these want to be part of the incredible experience of bringing Indy back to the big screen and introducing him to a whole new generation.

“The people who grew up with Indiana Jones have become today’s parents,” Roffman continued. “If our experience with Star Wars is any guide, we think they’ll want to introduce their kids to Indy and share this great new adventure together.”

Starring Harrison Ford, Shia LaBeouf, Cate Blanchett, Ray Winstone and John Hurt, the new Indiana Jones adventure begins production this month.

The movie is a Lucasfilm Ltd. production, directed by Steven Spielberg and distributed by Paramount Pictures. Frank Marshall returns as producer with George Lucas and Kathleen Kennedy as executive producers. The movie follows the wildly successful Raiders of the Lost Ark in 1981, Indiana Jones and the Temple of Doom in 1984, and Indiana Jones and The Last Crusade in 1989.

Lucas Licensing, a Lucasfilm Ltd. Company, manages the global merchandising activities for all Lucasfilm entertainment properties, including Star Wars and Indiana Jones.


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