The toy ranges specifically are geared to the film's re-imagined plotlines. Mattel, for example, will introduce a Movie Masters range that depicts with authenticity the film's lead characters and new villains such as Jor-El, Faora and General Zod.
"The film will allow fans to experience Superman's powers like never before, and Man of Steel gave us the opportunity to work with our toy partners to bring those powers to life in the toy lines in new ways," says McTier.
Perhaps it's the appeal of the good versus evil play pattern, the "cool" armor and new vehicles that will be introduced with the film or Superman's intrinsic qualities of strength and abilities that resonate with children and adults universally so strongly. While boys are the primary target demographic for Man of Steel toy lines, product is diverse enough to satisfy both male and female fans of all ages.
"One of the international strengths of the S-Shield is that it has the ability to connect with all regions," says Sollitto. "Across the board and throughout most regions, apparel continually resonates with teens and young adults of both genders. That said, we do see a difference with offerings in Asia Pacific, for example, such as China, where our DC Comics product ranges target mostly adults and are positioned primarily at the premium, exclusive tier."
Both domestically and abroad, the program will roll out just prior to the film's release. Key retailers on board in the U.S. are broader and include major mass retailers Walmart, Toys 'R' Us, Target, Kmart and http://Amazon.com/, along with specialty outlets such as Hot Topic and costume stores. Internationally, the program will also expand with categories such as games, puzzles, creative play and outdoor tailored on a region-by-region basis to achieve the ideal and precise mix of product.
All major partners, in conjunction with WBCP, will execute fully integrated marketing plans, says McTier, with activity already underway during toy fair season. The program will also receive promotional support through television, print, online and joint PR efforts.
"Superman is such an enduring superhero because what he represents is universal and timeless," says Sollitto. "The notion of standing up for what's right crosses borders, and never goes out of style. The S-Shield is one of the most instantly recognizable and relatable icons around the world."
"We've put together a unique program based on Man of Steel that highlights and leverages all of the core attributes of Superman that make him one of the most popular superheroes of all time," says McTier.