Marvel unveils Avengers: Age of Ultron partners

Billy Langsworthy

By Billy Langsworthy

June 19th 2014 at 10:25AM
Marvel unveils Avengers: Age of Ultron partners

Hasbro, LEGO, Hot Wheels, Under Armour, Mad Engine and Hallmark on board for the superhero sequel.

Marvel Entertainment has revealed the raft of licensing partners in place to create product line based on next year's Avengers: Age of Ultron.

The licensing campaign, one of the largest in Marvel's history, will see toy licensees lines land at retail from Hasbro, LEGO, and Hot Wheels, as well as Huffy for wheeled goods.

Elsewhere, Under Armour will design performance wear items and Mad Engine and C-Life lead the apparel program.

American Greetings will launch a line of party goods with Hallmark providing social expressions while Jay Franco will roll out a line of bedding.

More partners will be announced soon.
 
"Marvel’s Avengers are a superhero team of epic proportions and the program developed for this sequel is fitting this massive franchise,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products.

Marvel has also partnered with several US retailers to give Marvel fans customised, branded destinations that will highlight different elements of the film.

“We were able to line up some of the very best licensees across key merchandising categories and developed a retail strategy that will lift this franchise to the next level," added Gitter.

"Fans will get to see something completely different and distinct that will make this a very unique experience at retail.”