Avengers Merchandise Hits Retail Ahead of New Movie

GLENDALE: In the weeks leading up to the theatrical premiere of Marvel's Avengers: Age of Ultron, Disney Consumer Products and Marvel have launched a new merchandise program based on the film.

The cross-category collection features items from Hasbro, LEGO, Hot Wheels, Her Universe, Under Armour, Mad Engine, Jay Franco, Funko, Rubie's Costumes, Little, Brown Books for Young Readers and Disney Store. Products will span such categories as figures, vehicles and playsets; costumes and role-play; adult, teen and kids' apparel; and accessories. The upcoming movie is also being complemented by multiple comic titles published by Marvel and a publishing program from Disney Publishing Worldwide that includes story books, junior novels, leveled readers and e-books.

Marvel has also introduced "Avengers Hero Up," a pre-awareness campaign for Marvel's Avengers: Age of Ultron. The initiative, which runs until the end of the month, uses the new dedicated Avengers site on MarvelKids.com to feature a weekly video for children.

In addition, Marvel teamed up with Walmart to launch the Super Heroes Assemble app, which will become available for iOS and Android devices later this month. With the free app, Walmart customers will be able to interact with Marvel's Avengers: Age of Ultron signage throughout stores to unlock exclusive content. It will also include behind-the-scenes footage, cast interviews and more.

"The multi-faceted campaign behind Marvel's Avengers: Age of Ultron will set a precedence for the way in which fans connect with our franchise," said Paul Gitter, the senior VP of licensing for Marvel at Disney Consumer Products. "The extensive activations across digital platforms and at retail, introduce the characters, story lines and merchandise in a compelling, organic way that appeals to Marvel fans young and old."

Marvel's Avengers: Age of Ultron products are now available at national retailers, specialty stores and on the Marvel website. DisneyStore.com is launching a "Create Your Own" section that will allow Marvel fans to personalize a number of products featuring their favorite characters from the movie.