LICENSING NEWS

Content is king for Marvel

Published on: 25th January 2013

Extensive Marvel content schedule to create opportunities for toy licensees and retailers in 2013.

Marvel and The Walt Disney Company’s new year-round content programme comes in the form of new animated series and feature film releases. This content will further support toy licensees and retailers who will have a diverse range of toy products available to consumers at retail.

Released in April 2012, Marvel’s The Avengers has taken over $1.5 billion at the global box office, becoming the fourth biggest film of all time and Disney’s highest-ever grossing film. In the period from January 2011 through to June 2012, the total sales in the UK for Marvel toys increased by 181% year on year.

A range of toy and action role-play products from licensees such as Hasbro, Character Options, Lego and Rubies will be available to support this year’s releases of Marvel’s Iron Man 3 and Thor: The Dark World.

The first series of Ultimate Spider-Man will be followed by the second series on Disney XD this Summer. The animated series has helped increase sales of Spider-Man products at retail; Hasbro’s Web Shooting Spider-Man has been announced as Boys’ Toy of the Year at the Toy Industry Awards. New products which feature as gadgets and vehicles in the second series, such as the Spider-Cycle toys from Hasbro, Lego and Character Options, will be available in the Spring.

There will be two new animated series and a feature-length animated movie that will provide content for the Avengers franchise in 2013. The Avengers Assemble animated series will also launch on Disney XD in the Summer, and be followed later in the year by Hulk and the Agents of S.M.A.S.H, whilst a separate animated feature film Marvel’s Iron Man & Hulk: Heroes United featuring two of the Avengers team members will also see a home entertainment release this year. Additional Marvel content such as the Avengers Alliance Facebook game will further add to the overall programme of content, ensuring that there is awareness and demand for Marvel product throughout the year.

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