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Will a new generation learn to love Godzilla?


Godzilla returns to the big screen in a few weeks and if the film’s classic representation of the oversize amphibian resonates with audiences retailers could be looking at solid sell through of Godzilla goods.

The Warner Bros. Pictures’ and Legendary Pictures’ movie, simply called Godzilla, opens in theaters on May 16 and some of the biggest names in the toy business have filled retailers’ shelves with related merchandise. Warner Bros. Consumer Products partnered with Bandai America, JAKKS Pacific, Rubie's Costume Co., NECA, Sideshow Collectibles and others.

In addition to featuring the original Godzilla, as opposed to the T-Rex style creature that appeared alongside Matthew Broderick in a film from the late 90s, the new film has some serious actors in it. For example, Bryan Cranston of Breaking Bad fame, Oscar nominee Ken Watanabe, Oscar winner Juliette Binoche and David Strathairn from The Bourne Legacy are among the cast.

“Already one of the most recognizable characters in all of pop culture, Godzilla's return to the big screen will re-introduce the 'King of the Monsters' to a whole new generation," said Brad Globe, president of Warner Bros. Consumer Products. "By working with key licensing partners who are inspired by the unforgettable experience of the film, WBCP will bring its visuals to life with imaginative product lines that will engage fans both new and old."

Master toy partner Bandai America is offering a line-up of toys, action figures and play sets inspired by Godzilla, including the Godzilla 2014 Atomic Roar Action Figure, which features atomic-breathing action and the Godzilla 2014 Pack of Destruction, which includes destructible buildings for Godzilla to rip apart.

JAKKS Pacific has created huge Godzilla figure which extends 43 inches and feature 12 points of articulation and a swinging tail. Global partner Rubie's Costume Co. will offer Godzilla costumes for children and adults, a detailed Godzilla mask.

Licensing partner NECA will feature a complete line of novelty and collector toys across a variety of price points that will launch at retail throughout the year, beginning with collectible figures. High-end collectibles partner Sideshow Collectibles will offer authentic statues inspired by the film. WBCP has also partnered with a number of apparel licensees to bring fans inspired apparel and accessories.

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