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Evolution Unveils New Program for 'Legends of Oz'

Evolution will unveil the licensing program for Legends of Oz: Dorothy’s Return at the Licensing Expo in Las Vegas.

Los Angeles, CA -- Evolution announce that they will unveil its new licensing program for Summertime Entertainment’s upcoming theatrical all-star, animated 3-D musical feature Legends of Oz: Dorothy’s Return at the upcoming Licensing Expo in Las Vegas (booth B71). The announcement was made by Travis J. Rutherford, president of Licensing and Retail Development for Evolution.

Based on the original book series written by Roger Stanton Baum - the great grandson of Oz franchise creator L. Frank Baum - the engaging Legends of Oz: Dorothy’s Return CGI-animated family film features a top-tier celebrity cast, including Lea Michele as “Dorothy” and Kelsey Grammer, Martin Short, Jim Belushi, Dan Aykroyd, Megan Hilty, Patrick Stewart, Hugh Dancy, Oliver Platt and Bernadette Peters, with all new original music by Bryan Adams. Based on Roger Stanton Baum’s book Dorothy of Oz, Legends of Oz: Dorothy’s Return picks up where the classic L. Frank Baum Wonderful Wizard of Oz taleleft off. Slated for a wide theatrical release in May 2014 in the U.S.A and Canada, Legends of Oz: Dorothy’s Return will be accompanied by the release of the movie’s soundtrack by Sony Music and a DVD/Blu-Ray release will follow from 20th Century Fox Home Entertainment in the Fall.

Evolution is managing the licensing and retail program for Legends of Oz: Dorothy’s Return, which encompasses licensed merchandise, packaged goods and video games for launch concurrent with the theatrical release of the film. Additionally, to enhance the launch efforts and to add depth to the overall film and retail licensing marketing and advertising strategy, The CDM Company has been hired to represent Summertime Entertainment for Promotional and Partnership campaigns. Key categories of interest include QSR/Family Dining, CPG, Pet Retail and Pet Care, Insurance, Hospitality and Cause Related tie-ins.

The roster of U.S. licensees currently onboard to launch the program for Legends of Oz: Dorothy’s Return include Master Toy Partner Bandai America, Added Extras (cosmetics/beauty), Attraction Media & Entertainment (3D/4D film attractions), Culturenik (novelty), DecoPac (cake decorating), Housewares International (housewares), Hybrid/JEM (apparel), Hypnotic (hosiery/socks), KidDesign/SDI (music/electronics), Loungefly (accessories), Madame Alexander Doll Company (collectible dolls), Netovative LLC (jewelry), Rubies (costumes) and S. Goldberg (footwear and sleepwear). Additional key category licensing partners are currently being finalized in publishing, home furnishings, social expressions/party goods, food/beverage and confections. Evolution and Summertime Entertainment are previewing the entire film for all relevant retailers during their roadshows. 

“The iconic characters first introduced by L. Frank Baum are timeless and continue to capture the hearts and imaginations of each new generation,” said Evolution’s Rutherford in making the announcement. “The Legends of Oz: Dorothy’s Return film is a fabulous piece of family friendly animated entertainment that provides retailers at all tiers of the market with a very meaningful merchandising opportunity. The consumer demand for the original characters of Oz is at an all-time high, and the response thus far to the finished film from both licensees and retailers has been outstanding.”

“The Evolution team demonstrated a passion for the Legends of Oz: Dorothy’s Return property that perfectly matched and accompanied our own,” added Ryan Carroll, CEO of Summertime Entertainment. “They understand how to best translate our feature film into a myriad of product and retail opportunities that will broaden the consumer’s experience in a timely, positive and entertaining manner while respecting and preserving the value of the Oz brand.”

Source: Evolution

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.