Bridge Direct is the master toy and game licensee for the Hobbit films.  Warner Bros. Consumer Products awarded the license for The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again to the company, which was founded in 2009 by Jay Foreman, the founder and President of Play Along.  Among its most high profile lines is Zhu Zhu Pets, which was the hit of the 2009 holiday season (see ‘Sega Gets Zhu Zhu Pets”). 

Bridge Direct plans to release action figures and collector figures, among other toy products, next fall, leading into the release of the first of the two films on December 14th (see “Peter Jackson’s Hobbit Production Blog”).  

No specific game products were mentioned in the initial announcement. Games Workshop has a game license for tabletop games based on The Lord of the Rings and Hobbit films (see “Games Workshop Gets ‘The Hobbit’ Movie Rights”).  There are a number of hobby game companies with licenses for the literary Lord of the Rings property, including WizKids (see “Lord of the Rings: Nazgul”), Ares (see “Ares Games Gets Rights to ‘War of the Ring’”), Fantasy Flight (see “LOTR LCG”), and Cubicle 7 (see “Cubicle Seven’s ‘The One Ring RPG’”).