To coincide with the release of the hotly tipped Iron Man 2 in cinemas this weekend, toy firm Mega Bloks is rolling out its line of action toys based on the Marvel property.
The range will be backed with in-store retail promotions and online activities over the movie launch period, as well as a PR campaign focusing on editorial coverage, competitions in boys comics and partnership opportunities with Marvel.
The initial line includes Iron Man 2 Buildable Metalons, while kids can also build and collect the larger Iron Man and War Machine Techbots, that come with a display stand and working launchers.
Also available are the 74-piece Buildable Vehicle Assortment - including the Mark III Jet Boat and the War Machine Chopper Escape, which transform into race pods for different battle situations. Sets also include collectible characters, sticker sheets and special parts.
A 46 magnetic piece Tri Armor Iron Man and Suitcase play-set includes three sets of six-inch buildable armours, while the Hall of Armor buildable set is made up of 170 pieces and is one of the largest play-sets in the range.
Finally, the Whiplash Showdown includes 100 buildable pieces.
Further new products and promotions will be launched in the autumn to coincide with the DVD release.