‘Deadpool and Wolverine’ is on a Roll

Last week, License Global reported “Deadpool and Wolverine,” which opened July 26, had broken numerous box office records during its opening weekend. The film’s hot streak continues as the AP reports “Deadpool and Wolverine” brought in an additional $97 million according to studio estimates Sunday. That raised its two-week total to $395.6 million domestically and an impressive $824 million at the global box office. The film has also surpassed “The Passion of the Christ,” which brought in a substantial $612 million globally. For 20 years, Mel Gibson’s religious epic had been the reigning top R-rated feature with $370 million domestic.

Movies, particularly blockbuster ones, go with licensing like peanut butter and jelly, Mickey and Minnie, Batman and Robin … well, you get the gist. The Deadpool franchise has a history of raking in cash; the first film grossed $782.6 million internationally, according to Box Office Mojo, and “Deadpool 2” improved on that with a remarkable $785.8 million internationally. So, it’s not surprising the film’s licensing deals have been coming in fast and furious.

Superhero films seem to lend themselves to licensed toys and collectibles naturally. In April, Funko, a pop-culture lifestyle brand, unveiled a look at its new Pop! Figures for the “Deadpool and Wolverine” film. In July, Funko announced additional collectible characters.

Related:‘Deadpool & Wolverine’ Slashes Box Office Records

Meanwhile, at San Diego Comic-Con, just ahead of the film’s release, the Hasbro Marvel team announced several new additions to the Marvel Legends Series, including figures inspired by Marvel Studios’ “Deadpool and Wolverine,” such as the Marvel Legends Series Deadpool, Wolverine and Deadpool with Marvel’s Logan. 

Fans who want to rep the film in apparel need to look no further than BoxLunch. The retailer released a “Deadpool and Wolverine” collection with looks inspired by the film, including backpacks, bomber jackets, jerseys, T-shirts, sweaters, jewelry and accessories.

The licensing deals could also be found in the popular food and beverage category. In a bit of shameless self-promotion, Aviation American Gin has announced the launch of six specialty bottles inspired by the Marvel Studios film. Ryan Reynolds, who plays Deadpool in the franchise, acquired a stake in the brand in 2018. Diageo, a License Global Top Global Licensor, now owns Aviation. However, according to CBS News, Reynolds maintains an ongoing ownership interest in Aviation.

DiGiorno joined forces with Marvel Studios for limited-edition pizzas inspired by the film.

"Deadpool and Wolverine" limited-edition pizzas, DiGiorno, Marvel Studios

After people noticed that Deadpool and Wolverine’s signature red and yellow suits bore an uncanny resemblance to Heinz ketchup and mustard, Heinze couldn’t resist having fun with the comparisons. The brand announced the release of limited-edition collectibles that let fans accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine. Created in collaboration with the film, the collectibles include Deadpool’s signature mask, suit and katanas, specially made for Heinz Ketchup bottles. For mustard lovers, their bottles will feature Wolverine’s iconic claws, suit and mask.

Reynolds’ wife, Blake Lively, has a cameo in the film as Ladypool, and she’s getting some licensing love, too. According to Forbes, Hong Kong collectibles company, Hot Toys, has announced the release of a 12-inch action figure of Lively’s character.