Avatar – The Legacy
Come on, how much do you hate the word Legacy? ‘Avatar’, described by the Guardian as ‘the world’s first attempt to fuse the aesthetic of Starship Troopers with the ambience of mid-period Enya’, had more than 125 licensed products incorporating toys, clothing, books and video games which earned over an additional 100 million quid. But, says the paper, that’s nothing compared to what’s coming.
Twentieth Century Fox unveiled its plans for the future of Avatar merchandising last week in Las Vegas. Despite plans for a sequel being unconfirmed, the studio’s licensing arm is betting on the longevity of the brand and is staking out shelf-space for children who aren’t even born yet. This merchandising is “legacy product”, and Avatar is shaping up to join the likes of the Star Wars and Toy Story films. And no, I don’t remember seeing anything as crappy as this bit of plush in the film, either.