The Bridge Direct has landed the worldwide master toy and game licensing rights for Warner Bros.' "The Hobbit" films, helmed by Peter Jackson.
The Boca Raton, Fla.-based company will create action figures, playsets and role-play accessories like swords and battle axes designed around the characters and props in the pics, with the first merchandise to hit store shelves before the Dec. 14, 2012, release of "The Hobbit: An Unexpected Journey." Sequel "The Hobbit: There and Back Again" is skedded for Dec. 13, 2013.