The Licensing Blog

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Spider-Man Swings into Stores with New Licensing Partners

As the July 3 theatrical release of The Amazing Spider-Man approaches, Marvel Entertainment has been supporting the film with promotions and products to keep Spidey slinging to retail and restaurants.

Marvel seeks to secure Spider-Man’s status as a core, evergreen boys’ franchise with new video games, comics, books, and digital initiatives to accompany the franchise’s film reboot, which The Licensing Book staff had the opportunity to see in an early screening last night. The film sets the stage for the series to span the next few years, and a sequel is already being planned for release in May 2014.

To bring the character to kids’ homes on a weekly basis worldwide, the Ultimate Spider-Man animated series recently launched as a part of Disney XD’s Marvel Universe programming block in the U.S. The program will roll out internationally this fall.

With major licensees already on board and new partners being signed in key categories, Marvel is looking to grow Spider- Man significantly with comprehensive licensing and merchandising programs, as well as an innovative retail approach. The roundup below summarizes some of Marvel’s plans for the superhero.

Activision Publishing Plans Spider-Man and Wreck-It Ralph Video Games, June 29
Activision Publishing Inc., a wholly owned subsidiary of Activision Blizzard, Inc., is collaborating with Marvel Entertainment for The Amazing Spider-Man video game and with Disney Interactive for a Wreck-It Ralph video game. Read more…

Carl’s Jr. and Hardee’s Restaurants Run Spider-Man Promotion, June 29
Any hungry fans who come to a Carl’s Jr. or a Hardee’s restaurant on July 4, dressed up as Spider-Man will be treated to a free Amazing Grilled Cheese Bacon Burger, while supplies last. Read more…

Burger King Promotes the Release of Spider-Man Movie, June 26
Across Latin America and the Caribbean, Burger King will promote the upcoming The Amazing Spider-Man movie with collectible items including cups, toys, and themed desserts. Read more…

Target Features The Amazing Spider-Man Merchandise, June 22
Target Corp., has partnered with Marvel Entertainment, LLC, to extend The Amazing Spider-Man fan experience beyond the big screen with a selection of merchandise inspired by the summer action movie. Read more…

Imperial Toy’s Rockin’ Licensed Portfolio Hits Retail This Summer and Fall, June 2o
Imperial has a new comprehensive line of bubbles, bubble accessories, and novelty products based on children’s favorite iconic superhero characters from Marvel, The Avengers and Spider-Man. Read more…

Stride Rite Releases Superhero-Themed Sneakers, May 7
Stride Rite Children’s Group brings blockbuster excitement to kids with the all-new X-celeRacers by Stride Rite Marvel collection. Premiering at locations where Stride Rite shoes are sold, X-celeRacers feature superhero favorites such as Iron Man, Captain America, The Incredible Hulk, and Spider-Man. Read more…

Noodlecat becomes Noodlebear for Care Bears 30th Anniversary

The Noodlecat restaurant has rebranded itself “Noodlebear” for the entire month of July in honor of the 30th anniversary of Care Bears. Noodlebear will host three Care Bears-themed events in support of the Cleveland Food Bank. Kicking off on July 8, Chef Jonathon Sawyer and his family will be joined by the cute and cuddly Care Bears for an afternoon of food and fun. From 2 p.m. to 3 p.m., Chef Jonathon Sawyer will teach kids all about healthy eating. Following the demo, kids will have the opportunity to view an episode of the Care Bears’ new CG-animated television series Care Bears: Welcome to Care-a-Lot and meet a Care Bears costume character.

The following Sunday, Noodlebear will host a “Care Bears Love to Share” event from 2 p.m. to 4 p.m. which will feature a Care Bears-themed menu for kids, including selections such as Funshine and Harmony Bear Chicken Skewers; a Care Bears meet-and-greet; and a screening of the new Care Bears television series.

Noodlecat, which is famous for its slurpalicious Japanese-American cuisine, will conclude the “Month of Caring” with a build-your-own noodle bowl event with Chef Sawyer and the Care Bears on July 29 from 2 p.m. to 4 p.m. The Noodlebear events will be open to the public, and tickets are now being sold at A portion of ticket sales from both events will be donated to the Cleveland Food Bank.

Activision Publishing Plans Spider-Man and Wreck-It Ralph Video Games

Activision Publishing Inc., a wholly owned subsidiary of Activision Blizzard, Inc., is collaborating with Marvel Entertainment for The Amazing Spider-Man video game and with Disney Interactive for a Wreck-It Ralph video game.

The Amazing Spider-Man serves as an epilogue story to this summer’s blockbuster feature film. The video game is available on the Xbox 360, PlayStation 3, the Wii, and Nintendo 3DS and Nintendo DS handheld systems. Developed by Beenox, The Amazing Spider-Man is rated “T” (Teen – content that may be suitable for ages 13 and older) by the ESRB. The Nintendo 3DS edition features several mini-games that use its touch-screen abilities, including the exclusive Vigilante Mode using StreetPass. Additionally, Beenox is working on a Windows PC version of the game planned to launch in August.

As a story extension to the upcoming blockbuster film of the same name from Walt Disney Animation Studios, the Wreck-It Ralph video game is set to inspire a whole new generation of young gamers as a classic, arcade-style side scroller featuring Ralph—the misunderstood villain of his own arcade game who sets out to prove he can be a hero too. Debuting this fall tied to the movie release, Wreck-It Ralph will bring all the fun from the big screen right into the living room for the Wii system from Nintendo, and the Nintendo 3DS, and Nintendo DS, hand-held systems.

PHOTOS: Licensing Show 2012

Hosting attendees from more than 90 countries, this year’s Licensing Show, held June 12-14 at the Mandalay Bay Convention Center in Las Vegas, was the place to be for news about all things licensing. Below are select photos from the show, giving you a glimpse into what our crew saw while there. Enjoy!