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The way Embracer’s talking about The Lord of the Rings should say one thing to fans: ‘Fly, you fools!’

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In 2022 Embracer acquired the rights to most media relating to The Lord of the Rings, a complex deal that nevertheless gives it control over pretty much everything to do with the series outside of the original books (which among other things remain controlled by the Tolkien estate). This operation is managed by a subsidiary set up for the purpose, Middle-earth Enterprises, and so far their main output has been a bit of a hangover from before it acquired the rights: a Gollum game so dodgy that it more-or-less killed Daedelic as a developer.

Lee Guinchard is the CEO of Embracer Freemode (the parent company of Middle-earth Enterprises) and is basically now in charge of the franchise. Videogames, movies, board games, and merch based on the series will all involve this company from hereon out, and Guinchard is the man with the final say.

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