Marvel Unveils Guardians Next Wave

Marvel is rolling out a new licensing program based on its 2014 film Guardians of the Galaxy that will speak to all age demographics, but will expand to focus on younger consumers, ages 6 to 11.

April 6, 2018

Marvel Unveils Guardians Next Wave

A refreshed licensing program is underway for

Guardians of the Galaxy

, ahead of the film’s sequel, next year.

Marvel is rolling out a new licensing program based on its 2014 film

Guardians of the Galaxy

that will speak to all age demographics, but will expand to focus on younger consumers, ages 6 to 11, thanks to the halo effect from the spin-off animated Disney XD series of the same name.

Central to the new licensing campaign will be an emphasis on break-out character Groot, the tree-like extraterrestrial; while in anticipation of 2017’s

Guardians of the Galaxy Vol. 2

, Hasbro and LEGO have been tapped for new toys and construction sets. Disney Publishing will also bring middle-grade and young adult titles to market, as well as a cinematic program from LB Kids.

“As affinity and awareness for the

Guardians of the Galaxy

franchise and its characters continues to grow by leaps and bounds, we are building out a much larger merchandising program to meet the increasing demand from fans,” says Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products. “The new consumer products lineup

will be sure to excite fans with new surprises inspired by everyone’s favorite group of intergalactic misfits.”

Guardians of the Galaxy Vol. 2

will hit theaters May 5, 2017.

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