Building on the momentum from the launch of The Avengers franchise, Marvel is planning a robust licensing program for the highly anticipated sequel, The Avengers: Age of Ultron.

Already on board are best-in-class licensees such as Hasbro, LEGO, Hot Wheels and Huffy for wheeled goods; Under Armour for performancewear; Mad Engine and C-Life for apparel; American Greetings for party goods; Hallmark for social expressions; Jay Franco for bedding; and a host of new consumables licensees.

In a first for the franchise, Marvel’s retail strategy will showcase the many elements of the film while offering consumers distinct and separate retail experiences. Marvel will give fans customized, branded destinations and exclusives to create unique retail experiences, while also maximize buzz for the film.

The Avengers: Age of Ultron will hit theaters in summer 2015.