Jun 14, 2011
Marvel Develops Licensing Campaign for “Avengers Assemble”
Marvel Entertainment, LLC, a global character-based entertainment licensing company, continues to assemble a successful worldwide licensing and merchandising campaign in support of its recent and upcoming superhero theatrical slate. Serving as the tentpole franchise, the “Avengers Assemble” licensing initiative encompasses six of Marvel Studios’ blockbuster films, culminating with the major, multicharacter movie event, Marvel’s The Avengers, debuting May 4, 2012.
Marvel has uniquely positioned “Avengers Assemble” as an umbrella theme that will provide licensees and retailers with the opportunity to develop integrated, long-term consumer products programs based on the overall story arc and individual feature films. These include the releases of The First Avenger: Captain America and Marvel’s The Avengers, featuring Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow, and Hawkeye. These two upcoming features join previously released films under the “Avengers Assemble” program, including Iron Man, The Incredible Hulk, Iron Man 2, and most recently Thor.
Marvel continues to look for opportunities with licensees across all core categories to build comprehensive licensing and merchandising programs, as well innovative retail and co-branded programs, as part of “Avengers Assemble.” A number of major blue-chip partners continue to anchor the program and will be developing Marvel’s The Avengers specific merchandise tied to next summer’s film event. These include category leaders Hasbro, Hallmark, Huffy, Kellogg’s, Fruit of the Loom, and Brown Shoe.
