Disney boosts Avengers: Age of Ultron offering in female fashion and health sectors

Disney Consumer Products has detailed its 2015 licensing plans for Marvel and its key franchises including The Avengers and Spider-Man.

2015 will see the roll out one of Disney’s biggest-ever licensing programmes around Marvel’s Avengers: Age of Ultron, expanding the brand in categories including female fashion and healthy lifestyle.

“Marvel has become a super-brand in its own right thanks to its outstanding universe of aspirational, relatable characters and the incredibly broad appeal of not only its movies but its comics, books, apps, games and TV series, that continually deliver epic storytelling with action, heart and humour," said Josh Silverman, executive vice president, global licensing at Disney Consumer Products.

"We’re excited to build on this huge momentum and the incredible buzz around the next Avengers movie with a series of product initiatives appealing to fans of all ages.”

For Spider-Man, 2015 will mark a dedicated focus on action sports and fashion forward apparel for fans of all ages.

Elsewhere, Marvel is building a long-term strategy for Guardians of the Galaxy, starting with the new animated TV series set to debut on Disney XD later this year. Marvel is also expanding the franchise’s licensing programme with both current licensees and a number of new partners.

In addition to publishing over 4,000 Marvel books and magazines in 30 languages for the next generation of fans, DPW will extend its print and digital Marvel offering to include Young Adult and Middle Grade novels based on Avengers, Guardians of the Galaxy, and Spider-Man.

This year will also see the debut of Marvel’s Daredevil, the first of several Marvel series set to air exclusively on Netflix. Jessica Jones and Luke Cage shows are also in development for the platform and each of the series will be supported by an encompassing Marvel Knights merchandise programme that will open new opportunities for product lines in with more sophisticated and edgy fashion style.

All of these lines will be supported by a corporate wide interest in fostering an active and healthy lifestyle for kids by building an extensive roster of new partners in nutritious foods and sporting goods. Under Armour, Sage Fruit, Conagra granola bars, Crunchpak and Chobani are some of the latest offerings available.

The culmination of 2015 for Marvel will be an expanded, national multi-platform celebration called Marvel Super Hero Spectacular.

This campaign will run for five weeks, beginning at the end of September and going through all of October, and will boast an enhanced marketing and retail strategy with more partners and merchandise offerings aimed to entice fans to celebrate their love for all things Marvel. The campaign will focus on core Marvel franchises including The Avengers, Spider-Man and Guardians of Galaxy.

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