Disney Consumer Products and Marvel have launched an annual national campaign aimed at taking the Marvel brand to new heights–Marvel Super Hero September.
Launching this month, the month-long celebration will showcase what being a Super Hero is all about by encouraging the public to “Power Up Like a Marvel Super Hero.”
This will be done through a lineup of retail partnerships, licensing partners, advertising and online activations.
“Marvel Super Hero September is giving us the opportunity to assemble some of the very best of our licensees and retailers to showcase the power and reach of the Marvel brand,” says Josh Silverman, executive vice president, global licensing, DCP. “This stands as one of the largest non-film campaigns in Marvel history and we’re looking forward to seeing how kids, fans, parents and adults will celebrate their passion for Marvel.”
The central hub for Marvel Super Hero September will be a new online portal–MarvelSuperHeroSeptember.com–that will house Super Hero content and activities, including a national photo contest with the support of select national retailers. Marvel will also be re-launching Marvelkids.com to provide even more Super Hero content.
For the inaugural campaign, Marvel has lined up best-in-class retailers including Walmart, Target, Kmart, Payless, Party City, Amazon and the Disney Store to feature unique Marvel Super Hero September promotions, special offers and/or weekly in-store events. A robust merchandising program, led by Hasbro, will support the retailers.
Among the events planned are Walmart Retailtainment Day on Sept. 20 and in-store photo contests at Party City stores and the Kmart flagship store near Madison Square Garden in New York City with media partner Radio Disney.
Additionally, Disney Store locations across the U.S. will be hosting a Marvel Super Hero event once a week. Guests can learn how to draw Captain America’s shield and Spider-Man’s mask, as well as participate in a Marvel trivia challenge, Avengers Assemble Showtime and Ultimate Spider-Man Great Power Store Time. All participants will receive a free Marvel Super Hero mask.
In addition to traditional advertising avenues, Hasbro has also developed an in-theater campaign feature to highlight its newest products including Spider-Man and Captain America role play items, as well as provide a salute to Marvel Super Hero September.
The campaign will also to the airwaves on Disney XD through a national broadcast campaign dedicated to the debut of "Marvel’s Ultimate Spider-Man Web-Warriors" and the season two premiere of the "Marvel’s Avengers Assemble" animated series.