Mega Bloks is launching new Iron Man 2 action toys to coincide with the anticipated U.K. release of Marvel Entertainment's Iron Man 2 film on April 30. The licensee is celebrating its 25th anniversary.

The toy line includes the buildable Metalons and the larger Iron Man and war machine Techbots. Also available are 74-piece buildable vehicle assortments and the 46-magnetic-piece tri-armor Iron Man and suitcase play set, which builds on the customization and collectability of the toys. In addition, there are Hall of Armor buildable sets, made up of 170 pieces and is one of the largest play sets in the range.

Mega Brands will be running in-store retail promotions and online activities during the movie launch period, as well as running a PR campaign focusing on editorial coverage, competitions in boys' comics and partnership opportunities with Marvel. More new products and promotions will be launch this autumn when the Iron Man 2 DVD is released later this year. 

In other Iron Man 2 news, Marvel Studios and Dr Pepper have teamed up for an advertising campaign, along with collectible cans. Comic book creator Stan Lee is appearing in the ads.

The promotion also includes a sweepstakes in which fans can win a $4,750 LG gift card, an LG mobile phone, Xbox 360 console and accessories and other prizes. To enter, consumer must enter codes from specially marked Dr Pepper products at DrPepper.com. All entrants will receive a free one-month subscription to Marvel digital comics or an Xbox Live premium theme.

Iron Man 2 hits U.S. theaters on May 7. Dr Pepper is celebrating its 125th anniversary.