Marvel Entertainment is assembling a successful worldwide licensing and merchandising campaign to support its recent and upcoming Super Hero theatrical slate.
Serving as the tent pole franchise, the “Avengers Assemble” licensing initiative encompasses six of Marvel Studios’ blockbuster films, culminating with the multi-character feature film Marvel’s The Avengers next May.
Marvel has positioned “Avengers Assemble” as an umbrella theme that will allow licensees and retailers to develop integrated, long-term consumer products programs for The First Avenger: Captain America and Marvel’s The Avengers, featuring Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow and Hawkeye. Previously released films under the “Avengers Assemble” program including Iron Man, The Incredible Hulk, Iron Man 2 and Thor.
A number of major blue-chip partners continue to anchor the program and will be developing Marvel’s The Avengers specific merchandise tied to next summer’s film event. These include category leaders Hasbro, Hallmark, Huffy, Kellogg’s, Fruit of the Loom, and Brown Shoe.
“Avengers Assemble has helped us position Marvel films as true sustaining brands, and we look forward to continuing the program through 2013 with the biggest film event in Marvel history–Marvel's The Avengers,” says Paul Gitter, president of consumer products for North America, Marvel Entertainment. “This initiative has enabled our partners to build standout, long-term programs with unique merchandise, retail and product promotions featuring our entire portfolio of Avengers. As we build to next summer, there are still a number of opportunities for manufacturers to get on board and be a part of this integrated ‘Avengers Assemble’ program.”