Superhero campaigns and new content aim to further grow top franchises.
The Walt Disney Company gave a sneak peek of upcoming activities for the Marvel brand this week at Brand Licensing Europe.
Activations coming up in the next year include new Marvel Super Hero Mania and Hero Up! campaigns, the upcoming movie, Captain America: Civil War and Disney XD’s new animated series “Guardians of the Galaxy."
The Marvel Super Hero Mania campaign launched in September with TV ads on Disney’s owned channels, as well as media outlets across the EMEA, as well as digital support on the MarvelKids.com website and promotional retail activations across multiple channels. The campaign aims to build excitement about Marvel product and content by bringing all the Marvel franchises together under one umbrella. Following the success of this year's campaign, Disney is already planning a repeat activation at the same time next year.
The Hero Up with Spider-Man and The Avengers campaign, which was announced earlier this year, focuses on core Marvel consumer products. This campaign will have two distinct phases with targeted consumer messages: phase one will be Spider-Man themed and roll out in January and February 2016, and phase two will be Avengers themed and rolled out in March and April 2016. The campaign will also be supported on the Marvel Kids digital destination, with a brand-new, dedicated area that will include games and activities.
The studio is also gearing up for the upcoming feature film, Marvel’s Captain America: Civil War, the third installment in the franchise. The movie is set for release in the U.K. on April 29, 2016, and in the U.S. on May 6, 2016.
Disney XD has also announced the debut of the animated series Marvel's “Guardians of the Galaxy," which will premiere with one-hour special featuring back-to-back episodes on Nov. 7 in the U.K. The animated series features characters introduced in the Marvel Studios film of the same name and focuses on themes of redemption and the importance of friendships and family.
“The upcoming Marvel content slate paired with highly anticipated marketing campaigns promises for a successful year ahead for the Marvel franchise," says said Simon Philips, executive vice president and general manager, Disney Consumer Products, the Walt Disney Company EMEA. "The marketing campaigns are set to engage and excite fans, whilst the buzz around the studio release, Marvel’s Captain America: Civil War, is electric. Marvel’s 'Guardians of the Galaxy' animated series is set to have Disney XD viewers on the edge of their seats this November."