The merchandise programme for next year's Guardians of the Galaxy Vol 2 movie will place a greater focus on the character of Groot.
Paul Gitter, senior VP of licensing for Marvel at Disney Consumer Products, told Variety that Groot, the heroic tree monster, is 'central' to the product roll-out.
“As affinity and awareness for the Guardians of the Galaxy franchise and its characters continues to grow by leaps and bounds, we are building out a much larger merchandising programme to meet the increasing demand from fans,” said Gitter.
“It will be a much broader line [than 2014] expanding beyond collectors to include kids and male/female fans of the film. Also, as it is now a proven franchise with appealing characters, licensees will invest more in design and innovation. Finally, there will be a much stronger focus on Groot, who proved to be the breakout character from the first film.”
The popular of Groot took him the firm by suprise in 2014, and next year's product line-up is set to cater for that demand.
“Our key learning is that we had to chase products featuring Groot and we want to be sure we are ready for the excitement across multiple age and demo segments who want to bring home Groot in a variety of innovative products,” added Gitter.
Guardians of the Galaxy Vol 2 lands in cinemas on May 5th, 2017.