Marvel Entertainment has signed Jakks Pacific for a line of plush products based on its Marvel Super Hero Squad that ties into the new Marvel virtual online world, HeroUp.com. The line will launch at specialty retailers this spring with broad distribution in mass retail channels starting in 2013.
Products will include plush characters designed after the unique style of the Marvel Super Hero Squad characters. The line is expected to include collectible plush, plush clip-ons and large plush with interactive, online components that unlock special features on the website.
Under the same agreement, Jakks Pacific will create skill and action games that encourage active, physical play based on popular Marvel super heroes, such as The Avengers. Jakks’ line of Marvel games is slated to launch in spring.
"As Marvel launches new digital entertainment experiences that enable consumers to experience our characters in entirely unique ways, we will continue to look for ways that we can further that connection through offline products that complement the online experiences," says Paul Gitter, president of consumer products, North America, for Marvel Entertainment. "This deal with Jakks showcases this strategy as it will bring toy products to the market that can both enhance the game play within our popular HeroUp virtual world, as well as offer a chance to showcase their Marvel fandom offline."
“We are thrilled to further grow our partnership with Marvel to create Marvel Superhero Squad plush products that expand Marvel’s virtual world, HeroUp.com, with innovative ways to connect, collect and play,” says Stephen Berman, president and chief executive officer, Jakks Pacific. “With the breadth of new Marvel entertainment coming next year, including feature films based on The Avengers and Spider-Man, our goal is to deliver unique, high-quality toys that any Marvel fan would want while expanding our offerings in the boys category.”