‘Godzilla’ Licensing Reveals Plenty Of Interest, New Creatures, In Franchise

on June 18 2013 5:25 PM
Godzilla Poster
"Godzilla" will be released on May 16, 2014. Legendary Pictures/Warner Brothers

It’s been 15 years since a disappointing version of “Godzilla” hit theaters, but the franchise is returning in 2014. The anticipated big-budget return of the King of the Monsters has led to plenty of early licensing and retail buzz.

The latest “Godzilla,” directed by Gareth Edward (“Monsters”), will be released on May 16, 2014, and Legendary Entertainment hopes the film sparks renewed interest in the franchise and erases the memory of the 1998 movie starring Matthew Broderick. Warner Brothers and Legendary Pictures announced their plans for “Godzilla” on Tuesday at the start of the Licensing Expo 2013. At the industry event, the studios revealed several licensing partnerships for “Godzilla,” which also revealed some possible aspects of the film.

Bandai America Incorporated will be producing a line of toys around “Godzilla,” and Shock ‘Till You Drop believes, based on the wording of the press release, that Godzilla will not be the only monster in the movie. As the release states, “Featuring spectacular creatures, thrilling action, epic battles and a legendary monster, Godzilla provides the backbone for a monstrous merchandise offering for fans of all ages and enables compelling cross-category opportunities across mass and specialty retailers.” The plural “creatures” and separate distinction for Godzilla has naturally led to some speculation about how many monsters will be in the film.

Bandai will create toys and play sets, Jakks Pacific will create larger action figures, and Sideshow Collectibles will create statues and collectibles meant more for display. Shirts and other apparel will also be part of the deal for “Godzilla.” Kids and adults will be able to stomp around their town on Halloween thanks to Warner’s partnership with Rubie to create Godzilla costumes.

Variety details the potential implications of the many licensing deals attached to the latest Godzilla film. As the industry trade describes in its exclusive, retail partners have no fear of signing up, as they believe “Godzilla” will be one of the biggest movies of 2014. While “Godzilla” may not rival the $170 million in partnerships that “Man of Steel” drummed up, it could still be quite lucrative before it hits theaters.

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