Mattel will develop a toy line inspired by James Cameron's upcoming 3-D sci-fi movie Avatar, Fox announced. Tapped as master toy licensee for the epic movie, Mattel will create action figures and vehicles scheduled to hit retailers nationwide in October, months in advance of the film's release in December.
Mattel's Avatar toy line will feature heroes, creatures and vehicles straight from the movie, the studio said. Each action figure or vehicle will come with a 3-D "Web tag," bringing a new level of interactivity to Mattel's newest action play line. Utilizing a computer's Web cam, consumers can "scan" the web tag, unlocking special content unique to the product, including bio information on action figures and creatures.
More than 10 years in the making, Avatar marks Cameron's return to fictional feature-film directing for the first time since 1997's Titanic. Avatar centers on ex-marine Jake Sully, who is torn between duty and honor when he finds himself caught in a battle between the heavily armed forces of Earth's most powerful star-faring consortium and an exotic, noble alien race whose entire world is threatened by the human invaders.
The Avatar cast includes Sam Worthington, Zoe Saldana and Cameron's Alien star Sigourney Weaver. Avatar opens Dec. 18.