The announcement comes as new consumer research highlights growing interest in shared virtual reality experiences among families.
The integrated campaign will run from the last week of July through August 30, covering multiple consumer touchpoints.
The merchandise has been available at Cinépolis cinemas across India since 24 July as part of the promotional activities surrounding the film.
As part of the film’s development, King will co-write the screenplay with Tony Award-winning writer Steven Levenson.
The transaction is expected to allow the Toronto-based family entertainment company to fully eliminate its debt and generate more than $40 million in surplus cash for reinvestment.
The new collection comprises a series of holiday ornaments featuring the show?s main characters with symbols and crests.
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