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Feb 112014

Hmmmm… what is this exactly?

This just appeared on the Target website and to be honest I find it very confusing?

This looks a lot like what we might have seen with The Hobbit: The Desolation of Smaug Extended Edition

This offering seems a bit early… and it looks nothing like what was offered with the release of The Hobbit: An Unexpected Journey’s theatrical version.

To be honest with you I’m mystified by this… it looks cool… but it seems to be another indication that the marketing, creation, release and followup merchandise for these films is just all over the place. No one in the marketing of these films seems to be  creating a sense of anticipation and branding, It”s been customary to release the multiple cover designs first. Maybe this was mistakenly placed online early by mistake?

Newline Cinema did a much better job with Lord of the Rings film and the accompanying release of merchandise.  I noticed that the two stature bookends are not even created by Weta, but rather The Noble Collection, which is fine if they had offered a similar package for the first film. This all just seem rather haphazard to me.

Here are the specs on what is offered.

Cost $99.99 in US Dollars


Release date: April 8, 2014

Limited Edition Collector’s Gift Set Includes:

Two Gates of Erebor Guards premium bookends exclusively created by The Noble Collection (not available to purchase elsewhere)

The Hobbit: The Desolation of Smaug on 3D Blu-ray Combo Pack with Depth Lenticular Packaging

 February 11, 2014  Posted by at 8:24 pm
  • Random Musings

    I think that this is probably an early design, not the final product and probably a mistake listing. Also I doubt that it would be released outside the usual November slot as it’s worked so well in the past.

  • This is not the gift box set that will be attached to the November release of The Hobbit:DOS Extended Edition. I’m almost certain that the sculpture for the DOS EE will be created by Weta and will most likely be a figure of Smaug. I hope so anyway. To be honest I have no idea what this is. It is definitely for the theatrical release of DOS… not the extended cut. I am wondering if this was originally designed before the change was made from two films to three? I don’t know? What I can’t fathom is why they didn’t have one of these for last years theatrical release of The Hobbit: AUJ? It’s a mystery!

    One thing is for sure. Target would never post a product on it’s website for sale that was a mistake, however, the timing of it’s going being posted online may well be a mistake..

  • Looks like it’s has been yanked off Target Online!

  • Random Musings

    The plot thickens….

  • I noticed TheOneRing.net also removed their post about this… hmmm…