'INDY 4' DIGS UP LEGOS, BURGER KING, M&Ms; (WSJ)

By Nancy Vialatte

The upcoming �Indiana Jones� movie will have more than one new ripple to it. While we know that Indy has a son and that Sean Connery won�t be back to play his father, we can also rest assured that the fedora and bullwhip will return. But, those won�t be the only accessories the daring archeologist will bear this time around. For the first time in the series, Indy will get into some serious product placement.

Deals with such licensing partners as Lego and M&M;�s have been put in place for the first time in the franchise. When the first three movies were released in the 80s, licensing was limited to some T-shirts, a few posters and an abbreviated line of action figures. But those failed in notable numbers, notes the Wall Street Journal. This fourth installment, however, will include an extensive licensing program, according to Lucasfilm�s Lucas Licensing.

The company, known for its "Star Wars" movies, is well-versed in licensing. In 2006, merchandise marketed through Lucas Licensing racked up $1.5 billion in retail sales, according to License magazine. Without the need to build brand awareness, executives hope to capitalize on the familiarity of "Indiana Jones" across generations. "We're selling to both parents and children," says Howard Roffman, president of Lucas Licensing.

While �Star Wars� has an epic spot in the licensing books, the �Indiana Jones� series has thus far failed to impress � despite the first three films earning more than $1 billion at the box office. As a result, Lucas stepped back from its licensing efforts and shied away from revisiting the brand.

"There's no Indiana Jones stuff in the stores," says Jim Makowski, owner of Action Toys, an online and catalog collectible-toys retailer, who says demand for the original action figures remains strong. He sells a handful of them on his Web site, priced anywhere from $25 to more than $85, and says nostalgic adults and their children, who have watched the movies on DVD, come looking for Indiana Jones toys.

When the movies first came out, the studio had to focus on getting the audience interested in the brand, which didn't create the immediate, inherent frenzy that accompanied "Star Wars." This time around, Lucas Licensing is banking on interest from both parents and children, and has put together a lineup ranging from action figures for children to high-end merchandise, such as resin sculptures, for adult collectors.

Although the fanaticism that surrounds �Star Wars� is not present among Indy watchers, Roffman contends that Jones has wider appeal, luring in action-adventure fans who might be turned off by science fiction. Further, there�s the hype of the movie itself which will likely bring back adult fans and attract a new generation.

Products will be available several weeks before the film hits screens and even selective sectors, such as food and drink, want to be part of a new push for a storied brand.

"We usually look at franchises that are brands in themselves," Mars Snackfood U.S.�s Ryan Bowling told the WSJ.

In recent years, Mars has made deals with other movie series, including "Pirates of the Caribbean" and "Shrek." Mr. Bowling says the company has big plans for "Indiana Jones," mirroring the blitz of "Star Wars" with special packaging, in-store displays and advertising campaigns as part of its agreement with Lucas Licensing. Burger King Holdings Inc. is slated to promote "Indiana Jones" as well.

Toy companies, too, readily produce products for well-known properties, because often that merchandise can stand on its own, independent of the movie�Lego jumped at the chance to be a part of "Indiana Jones," and plans to release two product lines next year, one series commemorating the original films and another promoting the new film. "We view 'Indiana Jones' the way we see 'Star Wars,' " says Mr. McNally. "With or without a movie, the Lucas properties drive people into the toy aisle."

'INDY 4' DIGS UP LEGOS, BURGER KING, M&Ms; (WSJ)

By Nancy Vialatte

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