Universal Brand Development (UBD) has previewed the 40th anniversary celebration events for “ET the Extra-Terrestrial.”

UBD will mark this anniversary with a curated mix of special screenings, new consumer products, digital and social media campaigns and unique retail activations that capture the magic of the film.

“It’s quite simply a masterpiece and still elicits such a strong connection and response from global audiences,” said Paul Bufton, vice president of NBCUniversal. “It is also a particularly auspicious time for this anniversary because recently many families have rediscovered, together, the immense joy of the film. Parents have watched ‘ET’ and children, of course, now love it as much as the previous generation. – quality storytelling and authentic emotion never get old.”

UBD has lined up a list of global licensees to fully explore the limitless product possibilities with organic extensions that leverage the property’s toyetic and kidult appeal. Mattel has signed on to create an “ET” plush that brings the character to life. Other new global partnerships include Funko and Fisher-Price (collectibles), WOW! Stuff (novelty), Basic Fun (retro collections) and Ravensburger (puzzles) add depth to the range of licensed categories. In addition to global toy and game players, UK specific partnerships have been forged with Posh Paws (plush), RMS (fun toys) and Nobel (chess).

In the UK, there is a fashion and lifestyle program which includes babywear launches from Poetic Brands, Crib Star and Sleep no More to meet demand for the new generation of ET branded clothing. A host of new adult soft lines are also slated for UK release from established names such as BooHoo, Poetic Brands and Fashion UK.

New partnerships with retailers across Europe include Difuzed (adult/young adult clothing and accessories), Mini Rodini (children’s clothing and home textiles) and online platforms such as Zaladno, AboutYou and EMP. H&M Kids is putting the finishing touches on its exclusive offers launching later this year. A replica of Elliot’s BMX bike will be mass marketed later this year.