Mattel celebrates 'Batman Begins' with toy range

MUMBAI: This is an initiative that seeks to take the business of movie merchandising in India to the next level.

Toy licensee Mattel India has announced that it has created history of sorts by launching a complete movie-inspired line of action figures, vehicles and games. The film in question is Batman Begins. This is one of the rare occasions where a product range based on the characters of the movie has been simultaneously launched with the film premier.



This latest launch from Mattel simply marks another step the company has taken in establishing a stronghold in bringing the world of fantasy and role-play alive for kids across the world and in India. By successfully bridging the gap between imagination and reality through Dolls, Action Figures and Playsets based on on-screen properties, Mattel states that it has enabled boys and girls across the country to actually 'become' their entertainment idols and live out their larger-than-life stories in their own world. Classic instances of these include the Barbie movies, He-Man and the Masters of the Universe and Justice League.



From action figures to vehicles and board games Mattel is hoping that the collection will recreate all the excitement thus adding a lot more meaning and depth to the story line of Batman Begins. One of the toys is the Basic Figure Assortment. These approximately five-inch figures are highly detailed with sculpts, combinable weapons and interchangeable projectiles.

The Power Tek Assortment consists of enhanced extreme-action deluxe figures which possess light-up electronic features and accessories. Batman has a wide range of high-tech gadgets. These figures add accessories to the Batman world

Then there is the Shadow Assault Game. This board game comes with four fully sculpted and painted Batman movers, 20 sculpted ninjas, and four die. Players take on the role of either Batman or the evil mastermind Ra's Al Ghul. Batman must traverse the streets of Gotham City in order to defeat the ninja minions of Ra's Al Ghul before they take over the city.

Mattel Toys India MD Sanjay Luthra said, "Batman has been imbedded in the psyche of boys for generations. He is the original self-made superhero, and it is that essential humanity kids can relate to. Batman Begins is bound to spark off a huge craze for Batman toys and accessories like the Batmobile. The linkage between entertainment properties and toys are increasingly becoming stronger and Mattel's objective is to stay ahead of the race by launching an array of products which are faithful representatives of all aspects of the property".

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