Marvel Entertainment has joined forces with Toys R Us to create a major retail 'experience' to tie in with the launch of the new Avengers movie.
Toys R Us has unveiled in-store boutiques dedicated to the film - which debuts in the US on May 4th - in almost 600 stores across the country. It has also launched an online destination at Toysrus.com/Avengers.
The in-store boutiques feature a wide range of toys from key Marvel partners including action figures, R/C vehicles, role play items and play-sets based on the film and the characters.
In addition, two assortments of Marvel Universe Collector Base action figures are exclusively available at TRU stores and online. Each wave contains four Avengers standing on a light-up base, which combine to form a SHIELD platform.
The online offering will also showcase products inspired by the upcoming film, as well as featuring video content, character bios, downloaded colouring sheets and desktop images.
"We have assembled a steller consumer products program on behalf of Marvel's The Avengers that allows fans to enhance their movie experience and are very happy with the retail support Toys R Us is giving the program, both in-store and online," said Mark Rhodes, SVP, North American retail development at Marvel.
Jon Roman, divisional merchandise manager at TRU US, added: "Toys R Us is the ultimate authority on toys, games and more based on everyone's favourite Super Heroes, and we know that kids and collectors alike are ready to step into the role of their favourite Avenger with action figures, role play accessories and other toys."