The initiative is the latest in a series of tie-ins that the telco has executed to drum up interest among younger consumers for its pre-paid mobile phone cards.
It has six S$18 mobile phone cards, featuring characters from the film, while the box-set is bound in mock leather and has two top-up cards and a mock leather scroll with pictures and stories from the film. StarHub has also created standees and shelf-wobblers for point-of sale.
Robert Gaxiola, Singapore creative director of FCB, which did the design work, said: "We had a book of design guidelines from the New Line Cinema, the film studio that made Lord of the Rings. We had to be careful that we used the logos properly."