Anti-Heroes and Vigilantes Inspire Dynamic New Product Line and Retail Promotions with Target, Walmart, Hot Topic, and Others
As fans continue to demand unique items to wear and collect from Marvel’s deep stable of characters, Marvel is rolling out its merchandising and retail plans for popular anti-heroes and vigilantes Daredevil, The Punisher, Jessica Jones and Deadpool. This new development addresses a key Marvel strategy to tap into the Marvel vault and satisfy not only the fans of the major Marvel franchises — Avengers, Spider-Man and Guardians of the Galaxy — but also comic book fans and those watching Marvel’s new Netflix Original Series.
Utilizing new artwork that launched this past summer, the merchandise campaigns focus on images from the vast Marvel Publishing archive to embrace an edgier tone. The lines have begun rolling out in stores with larger launches planned for January 2016 targeting teens and adults. Activity will heat up later in 2016 with the debut of the second season of the critically acclaimed Netflix’s “Marvel’s Daredevil”, which will include the first-ever live-action appearance of the Punisher on television.
The licensing program features a wide array of adult fan-focused product originating off of the wildly popular Marvel Comics publishing line, from apparel to collectibles and action figures. Fans will have the chance to build out full collections for the first time with collectibles from Diamond Select, Funko, Sideshow, Kotobukiya, and NECA coming to retail. Additionally, Hasbro will add Marvel Legends collector figures and Hot Wheels will unveil collectible die-cast vehicles next fall. Mad Engine, C-Life, Hybrid, Freeze, Fifth Sun, Silver Buffalo and Bioworld will each be launching a robust lineup of product including men’s and women’s apparel, accessories, footwear, bags, home goods, and drinkware. The merchandising programs will be rounded out with additional offerings including collector plush, stationery, consumer electronics, and novelties. And this assortment would not be complete without the collected Marvel Comics editions where these popular heroes originated.
At retail, best-in-class partners are working on extensive in-store and online support. Beginning in January, Target will feature a Funko display that will spotlight Daredevil, The Punisher and Deadpool collectible bobbleheads. In February, Hot Topic is launching an in-store and online Deadpool campaign that will include eye-catching signage, a homepage takeover, and social media posts. Other brick and mortar retailers including Walmart, JCPenney, Spencer’s, Party City, and Kohl’s will also provide in-store and online support. Amazon will expand on its toy and apparel offerings for the characters and CafePress is launching a dedicated Jessica Jones shop offering unique merchandise for both men and women.
“Our goal is to open our deep vault of characters and explore all opportunities to drive incremental revenue that extends beyond our core franchises and extends our reach to new consumer segments,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products. “The excitement that is brewing across the board from not just fans, but also the licensees and retailers, is overwhelming and we are looking forward to seeing the reaction to this awesome product lineup.”