The movie theater won’t be the only place to see Spider-Man this week. Expect the web-slinging superhero to make appearances at Carl’s Jr. and Hardee’s, on kids’ shoes, in major retailers and on gaming consoles nationwide.Stan Lee’s iconic character has long been a licensing superhero, but tomorrow’s release of Columbia Pictures’ The Amazing Spider-Man has taken the franchise to new heights.
Major retailers like Walmart, Target and Toys ‘R’ Us are highlighting the plethora of Spider-Man. In addition to already announced products ranging from electronics to underwear, new products continue to appear on shelves.
Stride Rite has an full line of Spider-Man kids shoes from flip flops to light ups, Stand Up 2 Cancer has partnered for a line of t-shirts (the proceeds of which will benefit the charity) and OPI has released a line nail varnishes inspired by the action hero’s iconic imagery.
"One of the great things about Peter Parker is he's a regular guy from Queens who is transformed into a hero," says Andrew Garfield, who plays Spider-Man in the Marvel film. "These shirts [from Stand Up 2 Cancer] underscore the idea that anyone has the power to be a hero. Cancer is one of our greatest villains. I'm proud to join others in standing up to this disease."
Major QSRs are also getting in on the action. Carl’s Jr and Hardee’s are encouraging actual Spider-Man visits to their restaurants on Independence Day, with a promotion that will give any fan who comes dressed as Spider-Man a free meal.
The movie has also spawned a full slate of gaming opportunities from Gameloft’s mobile game (released last week) to an AR app to Activision’s new “The Amazing Spider-Man” video game (released June 26).