Gallery: Gross National Hobbit: Dubious Merch From Middle-Earth
01air-new-zealand-hobbit-socks
In today's entertainment industry, the money isn't just in the movie; it's in the franchise. A year after the release of the third movie, Peter Jackson's *Lord of the Rings* trilogy reportedly reached more than [$1.2 billion](http://books.google.com/books?id=I8mxughWAOEC&pg=PA29&lpg=PA29&dq=lord+of+the+rings+merchandising+revenue+$1.2+billion&source=bl&ots=6k7rpbnCWK&sig=2NbQIjR3hZJKlO8E8JycWrOwfoo&hl=en&sa=X&ei=g23LUNmVIZSC9QTu_4DIAw&ved=0CEwQ6AEwAw#v=onepage&q=lord%20of%20the%20rings%20merchandising%20revenue%20%241.2%20billion&f=false) in sales of Middle-earth-related merchandise alone. With a number like that, it's not surprising that as *The Hobbit: An Unexpected Journey* packs theaters around the world, companies are scrambling to slap the furry-footed Shire dweller on everything they sell. The dubious examples of *Hobbit*-related promotional wizardry assembled here show just how much magical thinking sometimes goes through marketers' heads as they try to get their pieces of merchandising gold. Above: Hairy Hobbit Feet In-Flight Booties ------------------------------------------ Peter Jackson shot *The Hobbit*, as he did the *LOTR* movies on location in his home country of New Zealand. The gorgeous natural scenery bumped up tourism to the islands, a trend Air New Zealand is hoping to capitalize on once again with an epic investment in *Hobbit* branding, such as these in-flight booties designed to resemble the famously hairy feet of the title character. *Photo: [Air New Zealand](http://www.airnzhobbitmedia.com/)*
02air-new-zealand-hobbit-themed-plane
Hobbit-themed Boeing 777-300 ---------------------------- Air New Zealand's 73-meter flying billboard offers regular service between Los Angeles, London, and Auckland, New Zealand's largest city. *Photo: [Air New Zealand](http://www.airnzhobbitmedia.com/)*
03hobbit-baggage-claim
Shire-inspired Baggage Claim ---------------------------- Air New Zealand has completely redone its baggage claim to resemble hero Bilbo's hobbit hole, though conveniently ignoring the halfling's notoriously light packing habits. Bilbo would be very puffed at the notion of checking a bag. *Photo: [Air New Zealand](http://www.airnzhobbitmedia.com/)*
04hobbit-flight-attendant
Elvish Flight Attendant ----------------------- The elves of Middle-earth are immortal. The elf-inspired look for Air New Zealand's flight attendants? Not so much. *Photo: [Air New Zealand](http://www.airnzhobbitmedia.com/)*
05age-of-the-hobbits
Age of the Hobbits 'Mockbuster' ------------------------------- Not a merchandising tie-in per se, since this straight-to-video knockoff didn't have permission to use the "hobbit" name. A federal judge [issued a temporary restraining order](http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-age-hobbits-blocked-20121210,0,6595906.story) last week ordering Global Asylum not to release the movie, which the studio appears to have [hastily renamed](http://www.theasylum.cc/product.php?id=215). Note that the disclaimer on the cover — "they're not Tolkien's hobbits ... they're real" — failed to persuade the judge. *Image: Asylum Home Entertainment/[Amazon](http://www.amazon.com/Age-Hobbits-Blu-ray-Christopher-Judge/dp/B009ANP2K6)*
06hobbit-ring-burger
Denny's: The Ring Burger ------------------------ Denny's vast [*Hobbit*-themed menu](http://www.dennys.com/#/menu/menu-46) includes dishes like the Shire Sausage Skillet, Gandalf's Gobbler, Bilbo's Berry Smoothie, and The Ring Burger (above). One ring to rule your indigestion? *Photo: [Denny's](http://www.dennys.com/#/menu/menu-46)*
07redvelvet-pancake-puppies
Denny's: Radagast's Red Velvet Pancake Puppies ---------------------------------------------- Radagast the Brown is a wizard mentioned once in passing in the original *Hobbit* novel, but makes a rather extended appearance in the movie, showing up with a flourish on a sled pulled by rabbits. At Denny's, Radagast gets his own dish, as described on the Denny's menu: > Start off your First Breakfast, or Second Breakfast — with six bite-sized round red velvet Pancake Puppies® made with white chocolate chips and sprinkled with powdered sugar. Served with a side of cream cheese icing for dipping. *Photo: [Denny's](http://www.dennys.com/#/menu/menu-46)*
08hobbit-10-coin
New Zealand $10 Gold Coin ------------------------- Apparently snatched from [Smaug's hoard](http://io9.com/5789704/putting-a-dollar-amount-on-smaugs-treasure-hoard), New Zealand's postal service is issuing what it calls "the only official legal tender commemorative coins from Middle-earth," including the above gold coin, which sells for more than $3,100 USD. *Image: [New Zealand Post](http://stamps.nzpost.co.nz/thehobbit)*
09the-hobbit-at-malaysian-burger-king
The Hobbit Meal Beef and the Hobbit Meal Chicken at Burger Kings in Malaysia ---------------------------------------------------------------------------- We're not sure what makes these hobbit meals, aside from the name. More importantly: Did you know Burger King delivers in Malaysia? Not, BTW, on a sled pulled by rabbits. *Image: [Burger King Malaysia](https://www.facebook.com/bkmalaysia)*
10the-hobbit-in-latin
The Hobbit in Latin ------------------- J.R.R. Tolkien was a lover of dead languages. Apparently he's not the only one, as evidenced by this new Latin translation of *The Hobbit*. Carpe lucrum. *Image: [HarperCollins](http://www.harpercollins.com/books/Hobbitus-Ille-J-R-R-Tolkien?isbn=9780007445219&HCHP=TB_Hobbitus+Ille)*
