VEGAS 2011: Marvel's Avengers Assemble

By Lewis Tyler

June 14th 2011 at 9:41AM
VEGAS 2011: Marvel's Avengers Assemble

Next year's release of The Avengers has been billed as 'the biggest film event in Marvel history.'

In preparation for the Licensing International Expo in Vegas, Marvel has detailed what it's calling the 'Avengers Assemble' licensing initiative.

The Avengers is scheduled to open in cinemas on May 4th 2012 and will see the culmination of The Incredible Hulk, Iron Man, Thor and Captain America franchises, while welcoming new characters like Black Widow and Hawkeye.

Marvel has made the admission that it "uniquely positioned Avengers Assemble as an umbrella theme that will provide licensees and retailers with the opportunity to develop integrated, long-term consumer products programs," and will focus on the licence in Vegas this week.

Paul Gitter, president of consumer products for North America, Marvel Entertainment, said: "The Avengers Assemble has helped us position Marvel films as true sustaining brands, and we look forward to continuing the program through 2013.

"As we build to next summer, there are still a number of opportunities for manufacturers to get on board and be a part of this integrated ‘Avengers Assemble’ program."

The Disney-owned firm has said blue-chip partners like Hasbro, Hallmark, Huffy, Kellogg’s, Fruit of the Loom, and Brown Shoe will be key to developing the brand next year.

"This initiative has enabled our partners to build standout, long-term programs with unique merchandise, retail and product promotions featuring our entire portfolio of Avengers," Gitter added.

If you're in Vegas and want to check out what Marvel Entertainment, LLC has to offer, visit booth 5632.