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In his office, Lee Guinchard has a bunch of paraphernalia honoring J.R.R. Tolkien and his works The Hobbit and The Lord of the Rings.
He proudly points out books that have sold more than 265 million copies, LOTR card games from Magic: The Gathering that have generated more than $200 million for licensee Hasbro and the original LOTR postcards from the United Kingdom that he would send to his grandmother as a kid.
But Guinchard is not just another Tolkien nerd like me. He’s the CEO of Embracer Freemode (soon to be spun off as part of a public company called Middle-earth & Friends) and he’s in charge of the Tolkien franchise. Mind you, he’s not in control of the books like The Silmarillion, which are the domain of the Tolkien Estate, the family heirs who inherited the beloved property after Tolkien passed in 1973.
Rather, Embracer Freemode is the owner of Middle-earth Enterprises, one of the intellectual property treasures that Embracer Group CEO Lars Wingefors acquired for around $395 million from the Saul Zaentz Company in August 2022. While the vast Tolkien holdings are spread out in a sense, Middle-earth Enterprises has the worldwide rights to films, video games, board games, merchandising, theme parks and stage productions. We talked about what it means for Embracer Freemode to own the Tolkien rights in an exclusive interview. Guinchard understands the gravity of the work.
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The Tolkien universe
Guinchard believes that the vast IP presents big opportunities for further exploration and expansion. And with the support of world-class creators, Guinchard wants to develop a multi-platform franchise that delves deeper into the lore and characters of Middle-earth, keeping Tolkien’s universe alive for new generations of fans. The goal is to reach billions of people, not just millions of people.
“The fans who experience th …
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Join gaming leaders live this May 20-21 in Los Angeles to examine the strategies needed to adapt and excel in an ever evolving landscape, featuring insights from leading voices and thought leaders in the industry. Register here.
In his office, Lee Guinchard has a bunch of paraphernalia honoring J.R.R. Tolkien and his works The Hobbit and The Lord of the Rings.
He proudly points out books that have sold more than 265 million copies, LOTR card games from Magic: The Gathering that have generated more than $200 million for licensee Hasbro and the original LOTR postcards from the United Kingdom that he would send to his grandmother as a kid.
But Guinchard is not just another Tolkien nerd like me. He’s the CEO of Embracer Freemode (soon to be spun off as part of a public company called Middle-earth & Friends) and he’s in charge of the Tolkien franchise. Mind you, he’s not in control of the books like The Silmarillion, which are the domain of the Tolkien Estate, the family heirs who inherited the beloved property after Tolkien passed in 1973.
Rather, Embracer Freemode is the owner of Middle-earth Enterprises, one of the intellectual property treasures that Embracer Group CEO Lars Wingefors acquired for around $395 million from the Saul Zaentz Company in August 2022. While the vast Tolkien holdings are spread out in a sense, Middle-earth Enterprises has the worldwide rights to films, video games, board games, merchandising, theme parks and stage productions. We talked about what it means for Embracer Freemode to own the Tolkien rights in an exclusive interview. Guinchard understands the gravity of the work.
GB Event
Countdown to GamesBeat Summit
Secure your spot now and join us in LA for an unforgettable two days experience exploring the theme of resilience and adaptation. Register today to guarantee your seat!
Register Here
The Tolkien universe
Guinchard believes that the vast IP presents big opportunities for further exploration and expansion. And with the support of world-class creators, Guinchard wants to develop a multi-platform franchise that delves deeper into the lore and characters of Middle-earth, keeping Tolkien’s universe alive for new generations of fans. The goal is to reach billions of people, not just millions of people.
“The fans who experience th …nnDiscussion:nn” ai_name=”RocketNews AI: ” start_sentence=”Can I tell you more about this article?” text_input_placeholder=”Type ‘Yes'”]