Warner Bros India ties up with brands for Green Lantern

    MUMBAI: In 2011 Warner Bros brings one of the most popular DC Comic superheroes on the big screen – Green Lantern in 3D.
    Given its existing traction, Warner Bros. Pictures is consciously looking at making Green Lantern a huge franchise over the years and hence has collaborated with brands like Mattel toys, e-Xpress Interactive Software – the official licensee of WB Interactive and Bioworld Merchandising to create awareness of this superhero.
    The movie is slated to release on 17 June.
    Talking about the overall collaborations, Warner Bros. Pictures, India director marketing George John said, “Green Lantern marks the theatrical debut of this legendary live action comic super-hero – Hal Jordan. All super-hero fans can immerse themselves in the innovative and inventive toys, games as well as buy merchandise that capture the spirit of the film. We are offering the fans a full 360 degree experience of Green Lantern.”
    Through Mattel Toys, fans across the country can defend the galaxy with an array of action figures and Role Play items that let kids relive Green Lantern’s greatest adventures. Mattel Toys commercial director Karun Gera said, “Considering the evergreen appeal of superheroes, Mattel is truly delighted to launch the range of Green Lantern toys. This latest launch of the classic Justice League superhero delivers a new benchmark in bringing the world of fantasy and role-play alive for kids across the world and in India. I am sure these fabulous fun-filled toys will be a great hit with our little customers.”
    The game by e-Xpress-Green Lantern: Rise of the Manhunters is inspired by the feature film, which brings the DC hero to the big screen. Playing as gifted pilot Hal Jordan — the first human Green Lantern — gamers create an arsenal of ring constructs and take flight in outer space and beyond to restore intergalactic order. “This is a great marketing initiative and we glad we could participate in the same. We are hoping that this new game will become quite a rage in superhero fans,” says e-xpress Interactive Software director Anand Khemani.
    This tie up marks the introduction of Green Lantern’s’ collection of merchandise by Bioworld Merchandising comprising superhero graphic tees, which is the current trend amongst college crowd. This range is available at retail outlets including Lifestyle, Boy London & Aura (Mumbai), Total Mall (Bangalore), Standard Max (Delhi), Akyas (Pune) and Myntra.com among other retail chains as well.
    “With the largest partnership in the country with Brand owners, we partnered with Warner Bros to launch the specific range of Green Lantern movie merchandise. We have a long standing partnership with WB for all their other superhero franchisee’s which led to a natural progression to tie-up for the movie as well. The exclusive range of merchandise will not only create a buzz before the release of the movie with the demand of the youth heating up for superhero tee’s but would also keep it high post the movie,” added Bioworld Merchandising manager – licensing Panjak Sikka