With the film due to hit cinemas next month, Marvel Entertainment has teamed up with Diesel to launch an exclusive Iron Man 2 men's fragrance.
The new scent - Only the Brave: Iron Man Limited Edition - will be available at high-end retail from mid-April, in advance of the world premiere of Iron Man 2.
Marvel and Diesel will support the launch with several digital initiatives including a dedicated website, downloadable video game and online contests.
"We are excited to partner with Diesel to launch a truly unique co-branded men's fragrance around this major event film," explained Simon Philips, president of Marvel Entertainment International. "Both the Iron Man franchise and the Diesel brand have trememdous appeal to a young consumer audience worldwide, and we are sure this new limited edition men's fragrance will be a hit at retail."
Renzo Rosso, Diesel president, added: "More than the fragrance of a movie, Only the Brave: Iron Man Limited Edition is real tribute to comic super heroes. It is fun, edgy and will definitely be a must have accessory."