With Marvel’s Avengers: Age of Ultron theatrical premiere in less than a month, Disney Consumer Products and Marvel have started rolling out a wide-ranging consumer products program at US retailers.
The collection includes licensed products from Hasbro, Lego, Hot Wheels, Her Universe, Under Armour, Mad Engine, Jay Franko, Funko, Rubie’s Costumes and Little, Brown Books for Young Readers.
Alongside items like play sets, action figures, apparel, disk-launching shields and light-up repulsor FX gloves (pictured), the movie is supported by several Marvel comics and a Disney Publishing Worldwide program featuring story books, junior novels, leveled readers and eBooks.
Merchandise is now available at national retailers in the US, specialty stores, the Disney Store, Marvel.com and DisneyStore.com, which has also launched an updated personalization shop timed to the film’s theatrical release.
In addition to their retail partnership, Walmart and Marvel have teamed up to launch a mobile app, Super Heroes Assemble, for iOS and Android devices.
Marvel’s “Avenger Hero Up” pre-awareness campaign continues until the end of the month. Each week, a new kid-targeted video is being released on MarvelKids.com. Current videos on the site include sneak peeks at Marvel’s Avengers Assemble animated series, LEGO Marvel Super Heroes shorts and behind-the-scenes looks at toys from Hasbro, Hot Wheels, Mad Engine and Funko.