"Shut up and take my money, Gandalf": Lord of the Merchandise, version 2/ Dec. 2024
This post was released first to my subscribers before being made public.
This is a hopefully exhaustive list of merchandise as licensed by Middle-earth Enterprises (Opens in a new window) at the time of writing. Given the fact that we have a new film out in the cinemas - LotR: War of the Rohirrim (Opens in a new window) - and Middle-earth has become a brand/ intellectual property with the prefix Lord of the Rings: [add name here] it is time again to tell you what you can spend your money on. Alphabetically.
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[Licensees as of December 2024; company timeline (Opens in a new window)]
Middle-earth Enterprises owns exclusive worldwide rights to motion picture, merchandising, stage and other rights in certain literary works of J.R.R. Tolkien including The Lord of the Rings and The Hobbit.
For more information on all things merchandise see “Who or what is doing Merchandise in Middle-earth?” at the end of this post. See also my 2020/2023 post on LotR merchandise (Opens in a new window), including a lot of companies no longer in existence or that have lost their license (available to my subscribers).
AMAZON GAMES
| … LotR MMO.
This will not be published for years to come but here’s the official press release.
Amazon Games and Embracer Group, through its wholly owned subsidiary Middle-earth Enterprises, part of the operative group Freemode, today announced they have reached an agreement for Amazon Games to develop and publish a new massively multiplayer online (MMO) game based on The Lord of the Rings by J.R.R. Tolkien. [Source (Opens in a new window)]
Website Amazon Games (Opens in a new window)
ASHLAND FLY
| … fishing flies.
What could be more fitting to have than fishing flies. You know, Déagol and Sméagol, just fishin' ... Please note the original Tolkein novel.
If you know the story of The Hobbit and The Lord of the Rings, you know that the real adventure began when Smeagol and Deagol went fishing, and...caught a ring.
Website Ashlandflyshop.com (Opens in a new window)
ASMODEE NORTH AMERICA
|… LotR LCG (Opens in a new window); Journeys in Middle-earth (Opens in a new window).
see Fantasy Flight Games.
ARES GAMES
|… War of the Ring (Opens in a new window); Battle of the Five Armies (Opens in a new window) etc.
Led by designer Francisco Nepitello a series of amazing board games have been developed in the last twenty years, plus additional games.
Website Ares Games (Opens in a new window)
BADALI JEWELRY
|… Rings, cufflinks, ear rings, necklaces etc.
53 products are to be found with Badali Jewelry (in silver and bronze). Now, I would not dish out over $1K for the Gold Key of Thror (Opens in a new window) but hey, it is your money to spend! Yes, and 25 additional items in gold (Opens in a new window).
Website Middle-earth Jewelry (Opens in a new window)
Gold BAG END™ Door Cufflinks; regular price €4.234,95
COLUMBUS GLOBES
|… It’s in the name: globes.
Website Columbus (Opens in a new window)
DROP
|… keyboards, wrist rests, and keycap holders.
I am not sure whether Tengwar are the easiest keys to type with but they sure are purty.
Website Drop (Opens in a new window)
FANTASY FLIGHT GAMES
|… board and card games.
Quite a few amazing board and card games have come from Fantasy Flight Games (Opens in a new window) set in Middle-earth and I can only hope they'll do more! Not only because one of most successful game developers of the world is from Germany (Reiner Knizia (Opens in a new window)) but because those games are really fun. And for me “Lord of the Rings: The Board Game” was my first ever cooperative game - and that nearly killed me! Over one million copies sold, 17 languages, awards galore. Glad I have that limited edition 😅
Please note FFG was bought by Asmodee in 2014.
Website Fantasy Flight Games (Opens in a new window)
GAMES SYSTEM INTERNATIONAL
|… turn-based strategy game.
GSI provides "turn-based, strategy games set in the world of J.R.R. Tolkien’s The Lord of the Rings and The Hobbit, including elements from ICE’s Middle-earth Role Playing", so if you want go for Middle-earth Games (Opens in a new window) that is your chance.
Website Games System (Opens in a new window)
GAMES WORKSHOP
|… Table-top games, miniatures, and board games.
The moment you talk table-top gaming Games Workshop (Opens in a new window) will come up for certain - one of the major companies in the world. They have been producing miniatures for decades, starting out as Tolkien fans, and will continue to do so. What has been most entertaining for me on tournaments the German Tolkien Society organised with the help of great table top fanatics, though, were the names they gave their colours to - "Snot Green", "Leadbelcher", and "Plaguebearer Flesh" are just way too gorgeous (Opens in a new window).
As I was the German translator to Battle Games in Middle-earth (Opens in a new window) I have very fond recollections of this particular hobby :)
They have been coming back strongly for the latest film.
Website Games Workshop (Opens in a new window)
GRUMPY GEEKS
|… T-shirts, accessoires, etc.
Having the right tee to wear meeting fellow Tolkienists seems to be of quite some importance with a number of people. So hey, Grumpy Geeks got you covered (Opens in a new window) (haha, pun!)
Website Grumpy Geek (Opens in a new window)
GEEK ORTHODOX
|… stained glass artwork.
A new member of the merchandise family with a recent, very successful Kickstarter (Opens in a new window).
Website Geek Orthodox (Opens in a new window)
HOBBITON MOVIE SET
|… film set, pub, café.
To a lot of people this is a dream of a lifetime - to visit the film set, get married, have a beer at the Green Dragon.
Website Hobbiton Movie Set (Opens in a new window)
INSIGHT EDITIONS
|… this is the Tarot you obviously expected.
With art from the most outstanding Tomás Hijo (Opens in a new window).
Website Insight Editions (Opens in a new window)
KEVIN WALLACE PRODUCTIONS
|… Let’s do a musical. Or rather, musicals.
In one of the oddest production hell histories (Opens in a new window)the muscial was first shown in Toronto in 2006 (I had the chance of seeing v 1.1) to continue in London with two versions, ultimately ending in 2008. Despite an attempt to revive it in my hometown of Cologne (2009) and another revival attempt in 2013 for it to go on a world tour it would only return - rather triumphantly, though - after a break of 15 years with the award-winning production at the Watermill Theatre (Opens in a new window), followed by renditions in Chicago, Auckland, Sydney, Perth and Melbourne. Additional stages are obviously planned.
Website Kevin Wallace Productions (Opens in a new window); LotR Musical (Opens in a new window) (official)
KINGS WILD PROJECT
|… Playing cards. Yes, playing cards.
Announced in 2020 (Opens in a new window), this is a work in progress - looking forward to it. A number of Kickstarters have been done successfully already.
Website Kings Wild Project (Opens in a new window)
KOSMOS
|… board games galore.
Glad to see as a German that a company from my country is licensing some amazing games, including the bestselling board game (Opens in a new window) of 2022 in Germany, an exit game that will drive you nuts as a Tolkien fan.
Website Thames & Kosmos, UK (Opens in a new window)
MIDDLE-EARTH HONEY
|… Yes, honey. From bees. That sweet, sticky stuff
Those Kiwis really know how to be busy bees and sell it. Yup, there is honey made in Middle-earth (Opens in a new window). Looks nice, right?
Website Officially honey (Opens in a new window)
MIDDLE-EARTH YOGA
|… Yoga mats, blankets, slings and other things.
They do have some incredibly beautiful stuff which I would love to buy.
See also Oscha Slings (Opens in a new window), they are the same company.
Website Middle-earth Yoga (Opens in a new window)
MITHRIL MINIATURES
|… to me one of the greatest merchandise makers of all time. Figurines.
This is probably the longest-running merchandise license in all of Tolkiendom (if any of you know of another that has been running for 25+ years please let me know. I saw Mithril figurines (Opens in a new window) at the beginning of the 90s in my local rpg and tabletop shop in Cologne. Those back pack guys might be older, aka 1981/1983?) They are also the only Irish licensee, if I am not mistaken.
I do not know how they do it but they have my respect and their metal miniature figures are absolutely great; somehow the company that seems to be one of the largest producers of such figurines in the world ended up in County Cork in Ireland.
Saruman would have been happy to produce so many wargs so quickly.
Website Mithril (Opens in a new window)
MOYLAN'S
|… Beer. Yup.
A brewery. (Opens in a new window) And a lovely restaurant. And, and, and… A place I’d love to visit.
BALROG BEER. I MEAN ...
Please note Moylan’s may not have done much Tolkien-related things recently - publicly - but the peope have been drinking this one (Opens in a new window).
NEW LINE CINEMA
|… Uhm… films?
It used to be its “own” company, now it’s part of Warner Bros. (its history (Opens in a new window)).
Website WB list of companies (Opens in a new window)
NORTH BEACH GAMES
|… They do video games and love dwarves.
Website North Beach Games (Opens in a new window)
OSCHA
|… See Middle-earth Yoga.
Website Oscha (Opens in a new window)
OSCHA’S TREE FOR LIFE
|… An amazing promise by the company behind Oscha and Middle-earth Yoga.
A contribution from the sale of each wrap, sling and carrier goes towards growing our own Oscha Grove (Opens in a new window) in the Caledonian Forest.
Website Oscha (Opens in a new window)
TALES OF THE SHIRE
|… They can be truly cozy gamers.
Website Private Division Games (Opens in a new window)
PULSAR AFG SHIRE PIPES
|… It is pretty much in the name, is it?
Website Shire Pipes (Opens in a new window)
RIVENDELL BYCYCLE WORKS
|… And yes, it’s in the name again.
I have to admit I did not know about this specialist bicycle company (Opens in a new window) that has been selling old-school bikes since 1994 from Walnut, California. Interestingly enough, they got their name from the next company ... Their story is up on their blog (Opens in a new window).
Website Rivendell Bikes (Opens in a new window)
RIVENDELL MOUNTAIN WORKS
|… Backpacks, waist packs, and more.
Now, the company was founded in 1971 - bearing this name until this day - but Middle-earth Enterprises (or better, Tolkien Enterprises at the time) was only founded in 1976. The company ownership changed hands in 1981 so that would possibly be the date, then, to get that license!
They came up with the Jensen Pack (Opens in a new window) which seems to be the thing for a large number of mountaineers out there. Decent backpacks are important, the Fellowship knows!
Website Rivendell Mountain Works (Opens in a new window)
ROYAL SELANGOR
|… goblets, figurines, chess sets… well, collectibles.
You can never have enough goblets (Opens in a new window) but somehow I believe it is the chess set that will raise most eyebrows and banknotes being waved ... and that is out of stock! Have a look at the designer’s website (Opens in a new window) so you can be even more unhappy! 😅
The battle for Middle-earth begins. Aragorn and Galadriel lead a band of Ents, Wizards and Hobbits against Sauron and Shelob’s horde of Saruman, Gollum, Dragons and Orcs. Cast in pewter, with copper plating to distinguish the opposing armies, play takes place on a chessboard of wood and pewter marquetry.
Website Royal Selangor (Opens in a new window)
SHIRE POST MINT
|… coins, wax seals, necklaces and more.
"We need coin" may be the most often used term in any roleplaying game ever when the crew is starting out on the first adventure. So, if you need coins going to Middle-earth, then you should be just fine with the Shire Post Mint (Opens in a new window). Or to Westeros, Scadrial, Hyboria, and/or Mars - you can get them in copper, silver, gold. You know, mints go crazy, right?
Website Shire Post (Opens in a new window)
SOPHISTICATED GAMES
|… board and card games, puzzles, rpgs and more.
Could possibly be the most fun licensee I know and I am not saying that just because I translated some of their excellent work (Opens in a new window) into German (the TRIVIA GAME, see image below) - they have brought out some truly great games I can only highly recommend. Do look up the list of their games available in 2007 (Opens in a new window) and you’ll understand what I am talking about - the most recent version of their website does not show their legacy!
….an international board game developer and publishing house, specialising in literary brands…
Website Sophisticated Games (Opens in a new window)
STANDING STONE GAMES
|… so far the only MMO in Middle-earth.
For more than fifteen years now Tolkien fans had the opportunity to dive into a gaming world based on the books - started by developer Turbine in 2007 Lord of the Rings Online (Opens in a new window) has shown surprising stamina in a highly competitive field of video gaming.
After a few turbulent happenings around 2016 with game ownership moving from Warner Bros. to Daybreak Games and developer Standing Stone Games (Opens in a new window) (many of them former Turbine staff) have taken over running and developing the game to continued success. "Update 42: Legacy of Morgoth" has just come out. Let's hope for many more years!
Website LotRO (Opens in a new window)
VIGNOBLES BARDET
|… wine, wine, and even more wine.
The French wine maker has been extending its offerings into fantastic worlds - among them Game of Thrones as well as Middle-earth. Dorwinion was announced in 2022 (Opens in a new window) and should be an interesting vintage, followed by Númenor and the Shire.
Website Vignobles Bardet (Opens in a new window)
VOLANTE
|… wear some cool clothes.
It is all about fashion, right? Volante seems to have you covered and I can imagine they will be coming up with more of those. You can also go AC and should probably not wear red here (Opens in a new window), by the way. Their Nazgûl was to die for but it’s no longer available!
Website Volante (Opens in a new window)
WARNER BROS.
|… feels kinda self-explanatory?
I am not quite sure why the link with MEE is only linking to the Bakshi LotR - Warner Bros. owns New Line Cinema (since 2008) - but then it was them who shuttered one of the best film websites of all times, that of the original PJ film trilogy.
For no good reason at all. Still miffed.
Their website (Opens in a new window) notes 3 hobbit films, 2 LotR films, the two LEGO games and the two SoM games - as their brand. The history of WB and its subsidiaries is worth a look (Opens in a new window). See also WB Games.
Website Warner Bros. (Opens in a new window)
WB Games
|… great games, no Tolkien.
The Shadow of Mordor games won quite a few accolades, deservedly (Opens in a new window). But given the fact that ghost Celebrimbor is running around, nazgôôling dead rangers and somehow getting a second One Ring made, do not expect anything with a connection to Middle-earth. Oh, did I forget to mention ‘Hot Shelob’?
It should be pretty telling how well-liked WB and its subdivisions are when they actually patent whole game mechanics (Opens in a new window) - until 2035. [IGN]
Website WB Games (Opens in a new window)
WETA WORKSHOP
|… collectibles, games, and more. The OG filmers.
It would take too much space to list all that Weta Workshop has done in and on Middle-earth in the last 20+ years but their US shop has literally hundreds of items to offer. My favourites are the books but most of them are no longer in print (Opens in a new window).
Website Weta Workshop (Opens in a new window)
WILDWOVEN
|… kids and parents will be happy with these pyjamas.
One of the most recent additions to the merchandise fold is Wildwoven. Now you can wear matching stuff to your Hobbit edition!
Website Wildwoven (Opens in a new window)
WIZARDS OF THE COAST
|… Trading card games. Magic + everything else.
In one of the brightest merchandise expansion moves Magic: The Gathering simply decided to bring its trading cards to “Universes Beyond.” So now every franchise can be MtGeed. Sold like hot Lembas!
Website MtG: LotR (Opens in a new window)
WOODEN WONDERS
|… Yes, really. Chicken coops and playhouses.
I really loved seeing their chicken coop when it came out and this is certainly one of the most entertaining pieces of merchandise you can get. And I want a playhouse in my size!
Website Wooden Wonders (Opens in a new window)
WROUGHT IRON EFFECTS
|… You playing guitar, you need this!
Website WIE (Opens in a new window)
Who or what is doing Merchandise in Middle-earth?
So, emotionally about 99% of all merchandise pertaining to Middle-earth comes from this particular company, "formerly known as Tolkien Enterprises, a division of The Saul Zaentz Company, headquartered in Berkeley, California."
It has been bought by the Embracer Group in August 2022 (Opens in a new window) which has made clear it will use its IP to the fullest of its possibilites.
Read up on The intellectual property map of J.R.R. Tolkien’s The Lord of the Rings and The Hobbit (Opens in a new window) [GamesBeat] | ACF sell The Lord of the Rings & The Hobbit to Embracer Group (Opens in a new window) | Embracer Group Paid $395 Million for ‘Lord of the Rings’ Rights (Opens in a new window) [Variety]
This deal includes the rights to motion pictures, video & board games, merchandising, theme parks, stage productions, and iconic literary works by J.R.R. Tolkien including, The Hobbit and The Lord of The Rings trilogy, which comprises The Fellowship of the Ring, The Two Towers, and The Return of the King.
[It’s in German but you get the idea - Embracer split in three; source (Opens in a new window)]
Now, I am talking about licensees at the time of writing this for you, not former licensees which have quietly disappeared such as Middle-earth Furniture (Opens in a new window) (and many more over the years).
Please note: the list on the official MEE website is not up to date(?)
[Missing, for example, seems to be EA Capitol Games/ EA with its LotR: Heroes of Middle-earth (Opens in a new window) - which lasted essentially less than two years. And a lot of other licensees that quietly dropped in recent years (let’s not talk Gollum.) What happened to Middle-earth Wine in New Zealand - it seems to have gone bankrupt?]
People offering Tolkien-related merchandise that have long come and gone - just to mention a few:
all Deciper related products (trading card game + roleplaying game)
Arwen/ Aragorn salt and pepper shaker
all the lovely things the Ralph Bakshi film brought forth. You had the possibility of buying eight figurines for $20,000 (Opens in a new window).
J.R.R. Tolkien’s panama hat + an unpublished biography of Hilary Tolkien (Opens in a new window) at €25k+.
- etc. etc.
Any suggestion or question on this post is highly welcome.
[Official licensees of Middle-earth Enterprises (Opens in a new window) as of Nov 6, 2020.]
According to German law I have to infom you all links to enterprises/ artists are [unpaid advertisements.]
Photo credits: all respective rights' owners.
