Waterstones has partnered with Warner Bros Consumer Products to re-create Bag End, the home of J R R Tolkien’s character Bilbo Baggins in its flagship Piccadilly store.
Customers will be attracted to the bookseller’s children’s area by "footprints" and signage, which will lead through a circular archway to The Hobbit-inspired reading area which has been decorated with film-themed props to “give consumers the feeling that they have been transported to Middle-earth in the heart of one of central London’s busiest shopping hubs”.
The display will be echoed in Waterstones stores across the country, which will sell memorabilia including toys, games and collectibles from licensees such as Lego.
Paul Bufton, general manager of Warner Bros Consumer Products UK, said: “Given the literary heritage that inspired the production of 'The Hobbit: An Unexpected Journey', it makes sense to team up with Europe’s largest book shop on a cross-category retail promotion. The partnership offers additional value to our licensees who will have the opportunity to capture a new audience during the competitive Christmas retail period.”
He added: “The experiential activity at Waterstones’ Piccadilly branch will also bring to life what fans love about filmmaker Peter Jackson’s big screen adaptations, extending the experience of the movie-goer beyond the cinema.”
The creation will coincide with the release of the Warner Bros film of "The Hobbit: An Unexpected Journey" tomorrow (13th December) and Waterstones will also offer customers an online competition to win a £500 Hobbit goody bag.