Disney Consumer Products and Interactive Media (DCPI) is launching the third-annual Marvel Super Hero Spectacular campaign with its largest slate of merchandise and promotions to date.
Kicking off today, the US-based campaign will feature six weeks of product launches, retail promotions and activities. And for the first time, the Marvel Super Hero Spectacular will roll out globally and reach mid-tier retail and specialty stores.
Products highlighted include Marvel Legends action figures and premium role play from Hasbro, new Lego construction sets, Jakks Tsum Tsum novelty collectibles, Hot Wheels cars from Mattel, Funko collectibles, and apparel from Fox Motocross. New Marvel products will also be launched by Jay Franco, Northwest, Mad Engine, C-Life, LA Gear, FUN.com, HJC Helmets, Underground Toys and Sprayground.
Major retail partners include Walmart, Target, Toys “R” Us, Amazon, Kohl’s, Party City and Kmart.
This year’s campaign will also include a large-scale merch program celebrating Captain America’s 75th anniversary. The cross-category collection will highlight Captain America’s shield with apparel and accessories, home goods, toys and sportswear. A variety of Brooklyn-inspired merchandise–in honor of Cap’s hometown—will also be available on CafePress.com and at major retailers. Included in the celebration is the launch of Marvel’s Captain America: Civil War on DVD and Blu-ray.
Additionally, two new young adult novels—Black Widow: Red Vengeance and Iron Man: The Gauntlet—will be available from Disney Publishing Worldwide, along with Marvel’s universe guide Marvel Absolutely Everything You Need to Know from UK publisher Dorling Kindersley.
The Super Hero Spectacular comes as Disney continues to expand the Marvel brand. Recently, a new immersive attraction based on superhero blockbuster Guardians of the Galaxy was announced at Disney California Adventure Park in Anaheim as the first in a number of Marvel universe attractions set to launch at Disneyland.