Marvel Entertainment is gearing up for its forthcoming release of the film Marvel’s Guardians of the Galaxy, and in preparation has signed a broad swath of licensees to anchor its licensing program.
Best-in-class licensees Hasbro, Disguise and Sideshow Collectibles have been tapped to lead the charge for the film, which is set to release in Aug. 1, 2014. Marvel is set to unveil additional partners across all major categories in coming months.
“As we’ve seen with Marvel’s The Avengers and Iron Man, Marvel Studios is expert in developing comic-based properties into major blockbuster events and bringing them to the forefront of pop-culture,” says Adam Biehl, vice president of global marketing at Hasbro. “From the early visuals Hasbro has seen of Guardians of the Galaxy, and knowing the extensive franchise marketing Marvel will put behind this property, we are extremely excited by what the studio has in store for fans and movie goers. Hasbro can’t wait to offer kids and fans of all ages an exciting array of toys based on Guardians of the Galaxy.”
“Marvel’s Guardians of the Galaxy has been very well received by our licensing and retail partners during meetings held both before and during the show,” says Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products. “Both the film and new character portfolio introduces a new and exciting slate of personalities and galactic vehicles that span the galaxy like non other seen in previous Marvel films. These elements along with the power of the Marvel brand sparked the attention of potential partners who immediately saw the application to both new and existing product categories and are well positioned for a successful 2014 program.”