Disney backs Avengers with Hero Up! campaign - Licensing.biz

Disney backs Avengers with Hero Up! campaign

Multi-channel marketing campaign will launch throughout EMEA in March.
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The Walt Disney Company EMEA is embarking on an extensive multi-channel marketing campaign throughout EMEA in March to support the Avengers franchise.

The Avengers Hero Up! campaign will feature a 30 second TV ad to go out on Disney’s owned channels and bought media outlets across EMEA including bought TV, digital and cinema advertising for the UK, digital support via MarvelKids websites that launch next month, and promotional retail activations across multiple channels.

The campaign launches in March 2015 and aims to position the Avengers as an aspirational step-up brand with special appeal to new fans looking for Super Hero characters and stories, as well as to drive interest from existing fans of the Avengers franchise.

The TV campaign sees a group of kids impersonating their favourite Super Hero character and uniting to form the ultimate Avengers team. The advert also showcases new Avengers product lines and movie sequences from Avengers: Age of Ultron.

The advert will also drive consumers to MarvelKids.com, which will roll-out in Europe following a highly successful launch in North America.

The site boasts a large number of games, content, character bios and activities grouped around the Avengers and Spider-Man.

MarvelKids.com will go live in March in the UK, France, Germany, Italy, Spain, Portugal and Poland, and in all other countries later in 2015.

“With this joined up multi-channel campaign to drive awareness and support from our retail partners, Avengers Hero Up! promises to be a brilliant way to excite consumers ahead of the highly-anticipated Marvel’s Avengers: Age of Ultron film this spring," said Andrea Tartaglia, VP, franchise marketing and DCP retail sales at The Walt Disney Company.

"The fantastic new toy products launching from Hasbro, LEGO, Mattel and Thinkway amongst others, coupled with the new trading card collection from Topps and many other softline, FMCG and publishing products from many other licensees, will showcase the Avengersas the perfect brand to enable kids to really ‘step up’ into an aspirational world.”

During the campaign, the Marvel Avengers Hero Attax Cards from The Topps Company will launch at retail across EMEA.

This new collection will consist of unique cards featuring characters from Disney XD’s TV shows Marvel’s Avengers Assemble and Marvel’s HULK and the Agents of Smash as well as movie cards from Marvel’s Avengers: Age of Ultron.

Avengers: Age of Ultron hits UK cinemas on April 24th, 2015.

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