With less than one month until the highly anticipated Marvel’s Avengers: Age of Ultron arriving in theaters, Disney Consumer Products (DCP) and Marvel have an exciting and innovative merchandise program hitting retailers now.
The cross-category collection includes products from Hasbro, LEGO, Hot Wheels, Her Universe, Under Armour, Mad Engine, Jay Franco, Funko, Rubie’s Costumes, Little, Brown Books for Young Readers and Disney Store, which leverages the core characters’ unique individual attributes while expanding on the action-packed storytelling from the film. From interactive electronic action figures with voice-activation and motorized 6V ride-on Super cars that drive 2.5 MPH, to articulated light-up repulsor FX gloves and a disk-launching shield, fans can power up like their favorite Avenger in more ways than one. The film is also supported by multiple comic titles published by Marvel and a publishing program from Disney Publishing Worldwide (DPW) that features story books, junior novels, leveled readers, and e-books.
As fans are anxious for new Marvel films and related products earlier than ever before, Marvel has introduced “Avengers Hero Up,” a first-of-its-kind pre-awareness campaign for Marvel’s Avengers: Age of Ultron. This campaign, running through the end of April 2015, leverages the new dedicated Avengers site on MarvelKids.com to introduce a kid-targeted video each week. Current videos include sneak peeks at the Marvel’s Avengers Assemble animated series, LEGO Marvel Super Heroes shorts, and behind the scenes of new merchandise from Hasbro, Hot Wheels, Mad Engine and Funko. Digital and social media activations across Marvel Studios, Marvel Animation and Disney XD, as well as licensees and retailers, will continue to support the initiative through the film release.
In addition to the variety of Avengers products hitting Walmart store shelves this month, Marvel and Walmart have joined forces to launch an exclusive mobile application – the Super Heroes Assemble app. The free app will be available through the Apple App or Google Play stores beginning later this month. Through the app, and timed to the theatrical movie release, Walmart customers will be able to interact with Marvel’s Avengers: Age of Ultron signage throughout stores to unlock exclusive content such as character assets for Avengers fans to gear up digitally and 3D photo opps. Other features will include access to behind-the-scenes footage, cast interviews and character pages and more.
“The multi-faceted campaign behind Marvel’s Avengers: Age of Ultron will set a precedence for the way in which fans connect with our franchise,” said Paul Gitter, Senior Vice President of Licensing for Marvel at Disney Consumer Products. “The extensive activations across digital platforms and at retail, introduce the characters, storylines and merchandise in a compelling, organic way that appeals to Marvel fans young and old.”
Marvel’s Avengers: Age of Ultron is the epic follow-up to the biggest Super Hero movie of all time. When Tony Stark tries to jumpstart a dormant peacekeeping program, things go awry and Earth’s Mightiest Heroes, including Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow and Hawkeye, are put to the ultimate test as the fate of the planet hangs in the balance. As the villainous Ultron emerges, it is up to the Avengers to stop him from enacting his terrible plans, and soon uneasy alliances and unexpected action pave the way for an epic and unique global adventure.
Marvel’s Avengers: Age of Ultron products are available now at national retailers, specialty stores, and Marvel.com. In addition to the collection of product available at Disney Store locations nationwide, DisneyStore.com will also launch a “Create Your Own” section timed with the theatrical release that allows Marvel fans to personalize a variety of items that feature their favorite characters from the film.
Highlights from the product line include:
Figures, Vehicles & Playsets:
Costumes & Role-Play:
Adult, Teen & Children’s Apparel: