Waterstones Recreates Middle-earth for Retail Partnership with WBCP UK on The Hobbit: An Unexpected Journey

Warner Bros. Consumer Products UK (WBCP UK) today unveils the exciting retail event it has planned throughout December with Waterstones, the UK’s leading high street bookseller. The promotional event kicks off ahead of the London premiere of Academy Award®-winning filmmaker Peter Jackson’s highly anticipated motion picture The Hobbit: An Unexpected Journey, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM), on 13 December 2012.

The children’s reading area in its flagship London store in Piccadilly has been transformed into Bag End, Hobbit Bilbo Baggins’ comfortable home in the Shire. Hobbit-footprints and bespoke signage will lead families through a circular archway into a The Hobbit: An Unexpected Journey-inspired reading area which has been specially decorated with film-themed props to give consumers the feeling that they have been transported to Middle-earth in the heart of one of central London’s busiest shopping hubs.

WBCP UK’s retail partnership with Waterstones is an excellent showcase for a wide range of licensed merchandise, which will be stocked across its UK stores. In addition to the original books by J.R.R. Tolkien and publishing tie-ins such as The Hobbit: An Unexpected Journey’s Official Movie Guide, products on display will also include toys, games and collectibles from licensees such as LEGO, Vivid, Ravensburger, Winning Moves and Noble Collection.

“Given the literary heritage that inspired the production of The Hobbit: An Unexpected Journey, it makes sense to team up with Europe’s largest book shop on a cross-category retail promotion. The partnership offers additional value to our licensees who will have the opportunity to capture a new audience during the competitive Christmas retail period,” said Paul Bufton, General Manager, Warner Bros. Consumer Products UK. “The experiential activity at Waterstones’ Piccadilly branch will also bring to life what fans love about filmmaker Peter Jackson’s big screen adaptations, extending the experience of the movie-goer beyond the cinema.”

To drive consumer awareness, Waterstones is supporting the activity with themed displays in 220 branches, an exclusive online competition to win a £500 The Hobbit: An Unexpected Journey goodie bag filled with inspired product, and marketing communications via its social media channels and loyalty card database. WBCP will be publicizing the activity on the official The Hobbit: An Unexpected Journey Facebook page and LEGO will also reach out to its huge followers on social media.