“So are we just going to ignore the bear there?” A24 certainly isn’t. The studio has taken one of the quirkier moments from Ari Aster’s horror hit “Midsommar” and turned it into a collectible toy.
No spoilers if you haven’t seen “Midsommar,” but there’s a moment in the film in between Swedish people frolicking in white and dancing in the fields when the heroes spot a randomly placed bear sitting in a cage. “It’s a bear,” they shrug. But it’s hard to miss.
And in response to the standout moment from the movie, A24 is allowing you to take a piece of Midsommar home with you by releasing a toy that’s literally a bear. In a cage. They’ve even released an energetic, ’90s style toy commercial with a delightful jingle. Get out those pan flutes!
“It’s a bear! What’s he doing in there? Locked inside on this summer day,” the jingle goes. One kid even has a toy mallet, a kind of twisted joke if you know what they do with those in the movie.
The “Midsommar” Bear in a Cage is available on the A24 Shop online store for $32 starting on Wednesday. The toy is a “6” x 3” x 4” hand-stained pinewood cage with Midsommar engraving,” according to their website, along with a “resin grizzly figurine trapped inside that comes wearing a custom hand-stitched flower garland and mini bell.”
People could even be seen with the kooky collectible at a “Midsommar” event in New York, in which attendees invaded Battery Park dressed in the flowing white garbs and hopefully did not perform the similar rituals as seen in the film.
Check out some images from it below, and watch the video above. Aster’s “Midsommar” is in theaters now.
— A24 (@A24) June 25, 2019