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A24 Reveals Bear in a Cage Toy for Midsommar

“So are we just going to ignore the bear there?” In a bit of genius marketing, A24 is selling a limited edition Midsommar Bear in a Cage toy at shop.a24films.com. The Bear in a Cage toy is set to be released on Wednesday, July 10th, though it looks like it is already sold out at the moment.

Midsommar, which is now playing in theaters, stars Florence Pugh, Jack Reynor, William Jackson Harper, Vilhelm Blomgren, Archie Madekwe, Ellora Torchia, and Will Poulter, and was written and directed by Ari Aster.

Dani (Florence Pugh) and Christian (Jack Reynor) are a young American couple with a relationship on the brink of falling apart. But after a family tragedy keeps them together, a grieving Dani invites herself to join Christian and his friends on a trip to a once-in-a-lifetime midsummer festival in a remote Swedish village.

RELATED: VitalThrills.com’s Midsommar Review

What begins as a carefree summer holiday in a land of eternal sunlight takes a sinister turn when the insular villagers invite their guests to partake in festivities that render the pastoral paradise increasingly unnerving and viscerally disturbing.

From the visionary mind of Ari Aster comes a dread-soaked cinematic fairytale where a world of darkness unfolds in broad daylight.

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