Brands Line Up to Back ‘Indiana Jones’ Film

Brands flock to support the latest film in the "Indiana Jones" franchise, due out next year

It’s been more than two decades since “Indiana Jones” hit the big screen. Now, the famous boulder-dodging adventurer is back in the fourth installment of the franchise with a team of promotional and licensing partners.

Lucasfilms is teaming up with big-name companies, including Burger King and Mars North America to promote the film, which debuts May 22, 2008. On the licensing front, Hasbro, Inc. will create line of action figures, vehicles, role-play toys and games.

In addition, Hallmark has signed on to develop greeting cards, party goods and ornament, while Random House, Scholastic and DK Publishing will develop a publishing program around “Indiana Jones 4,” the working title of the movie.

The effort marks the first time producers are putting a major focus on promotional and licensing deals to support the franchise.

“It’s been 19 years since the last film and we are sensing a huge pent-up demand for everything Indy,” Howard Roffman, president of Lucas Licensing, said in a statement. “We’re delighted that blue chip companies like these want to be part of the incredible experience of bringing Indy back to the big screen and introducing him to a whole new generation.”

The last film in the franchise, “Indiana Jones and the Last Crusade” debuted in 1989.

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