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Lucasfilm Going Overboard to Merchandise Indiana Jones

You can never have too much merchandising. At least, that seems to be the case with the new Indiana Jones installment due out soon. According to Variety, Lucasfilm has already formed partnerships with Burger King and Mars North America to promote the upcoming movie.

Perhaps that will be enough, but no! They also have licensing agreements with Hallmark (what?), Hasbro, Lego, Random House, DK Publishing and Scholastic. Don’t forget about LucasArts creating new video games too.

Now, don’t get me wrong, I am a huge fan of the Indiana Jones movies. I mean, Harrison Ford, whips and exotic locales – what could be better? But is it really necessary to saturate all the markets with movie tie-ins? Yes, I am still mad that my favorite Burger King Return of the Jedi glass broke years ago, but Indy on a greeting card?

Only time will tell whether all this merchandising is really worthwhile, but there is one good thing to come out of it. Maybe I won’t have to see that creepy Burger King character anymore.


Posted by on June 19, 2007 8:35 AM
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