Spring Focus Brings Together New Story Content, Brand-Driven Marketing, and Exciting Product Releases Celebrating Heroes Everywhere
Building off three years of success for Marvel’s Super Hero Spectacular retail event, Disney Consumer Products and Interactive Media (DCPI) is debuting an all-new retail campaign in Spring 2017 tailored to heroes everywhere. “Marvel Heroes Come in All Sizes” is a celebration of Marvel Super Heroes – and everyday heroes – across a broad spectrum of merchandise, new story content, digital storytelling, and collaborations all reinforcing the idea that the best way to measure a Super Hero is by the size of their heart. The campaign will package content with brand-driven marketing and new product releases to drive Marvel retail placement for fans of all ages.
“Whether you are big like Hulk, small like Ant-Man or smart and quick-to-action like Black Widow, Marvel truly has a hero for everyone,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products and Interactive Media. “From young kids to teenagers, to a casual fan or a diehard adult collector, Marvel Heroes Come in All Sizes showcases that there is no singular definition for a hero and that our diversity is what makes us so powerful.”
Spring 2017 will bring a wealth of new Marvel storytelling spanning home entertainment, television, publishing and digital content, all highlighting the theme “Heroes Come in All Sizes.” Fans will be able to enjoy Marvel’s latest cinematic hit Marvel’s Doctor Strange at home with the Blu-Ray and DVD release on February 28th, while Marvel Publishing launches the new Monsters Unleashed! comic series and Disney Publishing releases the first novel for young readers featuring Squirrel Girl in The Unbeatable Squirrel Girl: Squirrel Meets World and a picture book featuring Baby Groot. On the small screen, fans will be able to catch the season 3 finale of Marvel’s Ultron Revolution and the season 4 finale of Marvel’s Ultimate Spider-Man Vs. The Sinister Six. More Marvel favorites will be returning to television with the season 2 premiere of the Marvel’s Guardians of the Galaxy animated series and the premiere of new “Rocket and Groot” video shorts.
New Marvel launches will be hitting digital platforms as well this Spring, including unique video and gaming content for all ages that will bring the “Marvel Heroes Come in All Sizes” theme to life. In February, MarvelKids.com is launching the popular Scavenger Hunt Game and in March, Telltale Games will be debuting their new Guardians of the Galaxy console game.
At retail, “Marvel Heroes Come in All Sizes” will amplify the success of Fall campaign “Marvel Super Hero Spectacular” with new product launches and in-store statements. Fan favorite toys and collectibles will be getting a new look with the debut of six-inch Marvel Legends figures from Hasbro, new larger scale Funko collectible characters, and updated Mighty Micros from LEGO. New products will also debut this Spring, including additional Tsum Tsum characters from Jakks, diecast figures from Jada Toys, and the debut lineup from new collectibles partner Schleich.
Driven by the new content and merchandising releases, best in class retail partners are dedicating feature space and marketing to the campaign. Walmart and Target will feature branded endcaps and Toys R Us will debut a front-of-store “What’s Hot” feature, while Kohl’s promotes Marvel softlines and toys and Amazon offers strong marketing support to DVDs, books, and licensed product.
Disney Consumer Products and Interactive Media is supporting “Marvel Heroes Come in All Sizes” with a series of new brand-driven marketing spots and influencer campaigns. There will also be a stop-motion advertainment spot, worked on in conjunction with Hasbro and Marvel Animation and using Hasbro action figures, released in February.