Deals have been struck across apparel, accessories, footwear, core toys, sporting goods, consumer electronics, costumes, stationery, food and more.

VEGAS 2015: Marvel readies merchandise push for Captain America: Civil War

Marvel has secured a raft of partnerships across licensing and retail ahead of the release of next year’s Captain America: Civil War.

Deals have already been struck across apparel, accessories, footwear, core toys, sporting goods, consumer electronics, costumes, stationery, food and more.

Key industry names including Hasbro, LEGO, Funko, Hot Wheels, Rubie’s, Mad Engine, C-Life, Jay Franco, Global Brand Group, Kellog’s, Hallmark, American Greetings and more have signed for the latest Captain America installment.

‘Plans are in full swing to showcase innovative new designs, product developments and retail executions,’ read a statement from Marvel.

‘The merchandise programmes will continue to showcase the incredible team dynamic of the Avengers, will include top tier retail support and will target all demos from kids to adults.’

Meanwhile, new activities will include consumer marketing initiatives including the celebration of Captain America’s 75th anniversary. Key partners will be announced throughout the next year as Marvel begins to roll out its merchandising programme.

“The Avengers team is both inspirational and hugely merchandisable, made up of multiple, unique heroes coming together with unique skills, cool vehicles and a high tech headquarters,” said Paul Gitter, senior vice president of licensing, Marvel at Disney Consumer Products.

“Captain America: Civil war not only gives us new storytelling for our favourite Super Heroes, but also introduces new ones allowing us to expand product lines for kids and fans.”

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