With less than one month until Marvel’s Avengers: Age of Ultron arrives in theaters, Disney Consumer Products (DCP) and Marvel have released details about their merchandising program, which is arriving at retail now. Toy partners include Hasbro, Lego, Hot Wheels, Funko, Rubie’s Costumes, Disney Store, and more. The toys range from interactive electronic action figures with voice-activation to motorized 6V ride-on super cars that drive 2.5 miles per hour; to articulated, light-up repulsor FX gloves; and a disk-launching shield.
For fans anxious to see new Marvel films-related products earlier, Marvel has introduced Avengers Hero Up, a pre-awareness campaign for Marvel’s Avengers: Age of Ultron. Running through the end of April, the campaign leverages the dedicated Avengers site on marvelkids.com to introduce a kid-targeted video each week.
Current videos include sneak peeks at the Marvel’s Avengers Assemble animated series, Lego Marvel Super Heroes shorts, and behind the scenes of new merchandise from a number of manufacturers. Digital and social media activations across Marvel Studios, Marvel Animation, Disney XD, and licensees and retailers will support the initiative through the film release.
Marvel’s Avengers: Age of Ultron products are available now at national retailers, specialty stores, and marvel.com. In addition to the collection of product available at Disney Store locations nationwide, disneystore.com will also launch a Create Your Own section timed with the theatrical release that allows Marvel fans to personalize items featuring their favorite characters from the film.
Highlights from the product line include:
Figures, Vehicles and Playsets:
- Marvel’s Avengers: Age of Ultron Avengers Headquarters Playset, by Hasbro
- Marvel Titan Tech Electronic Figure Assortment, by Hasbro
- Marvel’s Avengers: Age of Ultron The Hulk Buster Smash building set, by Lego
- Marvel Character Car Assortment, by Hot Wheels
- Marvel’s Avengers: Age of Ultron Pop! Vinyl Bobbleheads, by Funko
- Marvel’s Avengers: Age of Ultron Ride-On, by Dynacraft
Costumes and Role-Play:
- Marvel’s Avengers: Age of Ultron Feature Role Play, by Hasbro
- Marvel’s Avengers: Age of Ultron Costumes, by Disney Store
- Marvel’s Avengers: Age of Ultron Costumes, by Amscan
In retailer news, Marvel and Wal-Mart have joined forces to launch the exclusive Super Heroes Assemble app, free through the Apple App or Google Play stores beginning later this month. Through the app, which is timed to the theatrical movie release, Wal-Mart customers will be able to interact with Marvel’s Avengers: Age of Ultron signage throughout stores to unlock exclusive content such as character assets, 3-D photo opportunities, behind-the-scenes footage, cast interviews, character pages, and more.
