DCP Expands Avengers Merch

Marvel Entertainment and Disney Consumer Products are looking to continue the retail dominance of The Avengers franchise with robust new merchandising programs that will be anchored by upcoming films featuring two members of the superhero team–Thor and Captain America.

For both Marvel’s Thor: The Dark World, hitting theaters Nov. 8, and Marvel’s Captain America: The Winter Soldier, in theaters April 4, 2014, Marvel has assembled industry leaders across key categories including toys, collectibles, apparel, accessories, stationery and consumables for diverse product lines.

The programs supporting the films will help maintain a strong retail presence for The Avengers franchise throughout the remainder of 2013 and into 2014 as Marvel gears up for Marvel’s Avengers: Age of Ultron, scheduled to be released in summer 2015.

“Our strategy for The Avengers has been designed to elevate the franchise into the quintessential boys’ brand at retail 365-days-a-year. These upcoming tentpole films provide great opportunities to turn up the volume on merchandising support around key characters and the team overall,” says Paul Gitter, senior vice president, licensing, Marvel, DCP. “For the Thor and Captain America movies we have once again aligned with best-in-class partners who are developing highly innovative product lines that will keep these characters in great demand at retail.”

Thor is hammering his way into retail with a power-packed consumer products lineup from more than 75 licensees led by Hasbro, Disguise, Funko, Turtle Beach, Upper Deck, Neca, Mad Engine, New Era and Cafepress.com that is rolling out now at retailers across the U.S. Top products include Hasbro’s action figures and role play items, Funko’s Pop! Vinyl bobble heads, Halloween costumes from Disguise, Turtle Beach headphones, men’s t-shirts from Mad Engine and designer hats from New Era and Berkshire.

Captain America will impose his super strength at retail with product assortments from more than 125 partners including Hasbro, LEGO, Hallmark, Sideshow, Funko, Pez, Mad Engine, C-Life, Berkshire and Under Armour.  The product lineup features toys, games and role play items from Hasbro, party goods from Hallmark, confections from Pez and performance apparel from Under Armour that will be available at mass and specialty retailers starting in spring 2014.