The Embacer Group has landed another coup: an agreement has been reached with The Saul Zaentz Company to buy the rights to The Lord of the Rings and The Hobbit. The Swedish group is once again providing a message that is making waves. After all, with the Asmodee Group, a strong rights exploiter already belongs to the company's portfolio.  

Behind the acquisitions of the Embracer Group there seems to be a plan that is likely to go beyond pure company acquisitions. With the intention to buy the rights to the brands The Lord of the Rings and The Hobbit, there could be a huge boost in crossover projects. Previously, Embracer had struck at Asmodee or Dark Horse Comics, among others, as well as in the video game sector.

Strong brands under one roof

Now the Embracer Group has caused the next big bang at an investor conference: According to this, the takeover of Middle-earth Enterprises is imminent - shortly before, as it was said. The Swedish group could thus directly access the rights for the implementation of titles for The Lord of the Rings or The Hobbit - and because of the company's portfolio across all divisions. Parlor games, films, video games, toys – Embracer could then handle almost all segments “in-house”. The “Silmarillion” is also part of the package. However, the publishing rights of the books remain with the US publishing giant “HarperCollins”. Overall, the situation surrounding fantasy licenses is complicated, even confusing.

Should Embracer Group and Saul Zaentz Company successfully close the deal, fans could be in for a rush of new The Lord Of The Rings adaptations. After all, with such a costly takeover, extensive use of the brand would be a kind of economic obligation. Numbers were not mentioned, but previously around two billion US dollars were mentioned for the use of the LotR license. It's a genuine mega deal if the corporations can pull off the sale.

Embracer CEO Lars Wingefors is once again delighted: "I am delighted that The Lord of the Rings and The Hobbit, one of the most epic fantasy franchises in the world, are joining the Embracer family." This would open up "more transmedia opportunities, including synergies across our global group," Wingefors said. The latter in particular seems to be central to the project. Asmodee has already been covering a gigantic segment with the license for The Lord of the Rings for decades. New content for the app-supported The Lord of the Rings: Journeys in Middle-earth was recently announced. Previously, the content for beginners for the "Living card game" was completely re-rolled based on the brand.

It would then be questionable what would happen to the license exploitation in the area of ​​parlor games by other, competing publishers. Among other things, Kosmos is currently using the brand to be able to bring games to The Lord of the Rings onto the market. After all: As with the previous acquisitions, Middle-earth Enterprises should also operate as an independent company in this case - presumably licenses will also be granted to "external companies" in order to generate sales.

"In the future, we also look forward to working with existing and new external licensees of our growing IP portfolio," said the Embracer CEO.

The COO of the Saul Zaentz Company, Marty Glick, also sees the deal as over, at least linguistically: "We couldn't be more excited that Embracer is now taking responsibility," said a statement. We are confident that "their group will take them to new heights and dimensions while paying homage to the spirit of these great literary works."


Last updated on 26.09.2022/XNUMX/XNUMX / Affiliate Links / Images from the Amazon Product Advertising API. * = Affiliate links. Images from Amazon PA API