When studios produce tentpole movies they don’t just intend to create revenue from the box office. Merchandising, licensing and all the rest help create a brand that people will gladly throw money at. We’ve seen this over recent years with movies such as Transformers and G.I Joe increasing toy sales for Hasbro.
With Marvel releasing Thor, Captain America and The Avengers over the next two years they are making the most of their brand, and we can expect to see The Avengers pretty much everywhere:
From Advertising Age:
“You’re going to see ‘Avengers Assemble’ logos and icons take more prominent positions,” said Paul Gitter, president-consumer products for Marvel Entertainment. “On a lot of the packaging you’re going to see everywhere, Marvel does tie back into ‘The Avengers,’ and the umbrella platform we have set up.”
Among the goods set to roll out are a full line of action figures, vehicles and role-playing items from toy maker Hasbro; arts and crafts products from Crayola; die-cast toy vehicles and play sets from Maisto; and footwear from Brown Shoe. Additional licensees include Fruit of the Loom, Kids Headquarters, AME and Jem Sportswear.
Whatever Marvel learns in its efforts, expect to see lessons learned applied well beyond the release of “The Avengers” film, said Mr. Gitter. He alluded to a plan in development pegged to 2017, but declined to offer details. As they say in the comics, to be continued.
It looks like Marvel has everything covered, in the toy/kids department anyway. Now we just need to wait and see if they have the movies covered too.