Avatar – The Legacy

The Arts

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.

5 comments on “Avatar – The Legacy”

  1. David Agnew's windowcleaner says:

    Enya had a mid-period? When did that happen?

  2. Sam Tomaino says:

    It seems that one can truly show how in touch with nature you are by buying a lot of toys. They’ll all wind up in a landfill, somewhere.

  3. Alan says:

    I dunno – I used to manage a toy shop – and was always bemused by the popularity of some lines. The Manageress of my local off-license offered me a bottle of Bushmills Gold if I could get her a Pink Ranger for her son at Christmas. Crazy.

    I did, of course. A £20.00 bottle of the pure for a £2.99 piece of plastic? (£1.17 – staff price inc. VAT – I’m not daft.)

    Avatar – no opinion – switched it off halfway through and watched The Blues Brothers again.

  4. Helen Martin says:

    Does legacy mean “something that hangs around after its point of reference is gone”? The plush mascots from the Olympics are still around, at less than half price, of course. I hope that isn’t the sort of legacy London gets in 2012. Politicians use the word legacy so that the tax payers feel they’re getting value for money.

  5. Jane of the Waking Universe says:

    Hmmm, unless I am very much mistaken the above plush toy (we call them stuffed animals here)is not from the James Cameron film “Avatar.” I’m fairly certain it’s Momo from the animated series called “Avatar: The Last Airbender,” which last year was turned into a spectacular flop by M. Night Shamalamadingdong.
    I am a big fan of the animated series and when I learned it was being produced for the silver screen I was horrified because I knew there was no way the intricate, allegorical plotline could ever be compressed into less than two hours. As much as I love the series, I had no desire to see the film and my fears appear to have been well-founded.
    I also thought it a very odd coincidence that the two films came out in the same year. In fact, when I first heard the buzz about a movie called “Avatar,” I thought it was based on the TV show. I am sure others were confused as well.

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