Avatar the movie smashes through the $1billion mark at the fastest rate ever and already ranks in the top 5 grossing movies of all time.(The movie cost around $230million and with marketing and producer investments, the overall cost is around $500million) The 125 licensees on board are certainly getting their awareness-worth. We love Avatar for its unique and refreshingly new concepts. We hope that the licensees will love it for its licenseability and massive global promotion. The colour blue will be an issue in certain sectors such as the food industry but shelf standout should be strong.