Marvel Readies Guardians Line

Licensees and retailers are preparing for the next Marvel tentpole film event, Marvel’s Guardians of the Galaxy, which will premiere Aug. 1.

Industry heavyweights across all key product categories–from Hasbro and LEGO, to KIDdesigns and Mad Engine, to New Era and Jay Franco–have developed a wide range of products that are already attracting strong placement across traditional and non-traditional retail channels. 

Rocket Raccoon is poised to distinguish himself as a true breakout character, and licensees are planning a range of Rocket-inspired products. Meanwhile, Star-Lord’s obsession for the ‘80s–especially his beloved cassette tape “Awesome Mix Vol. 1” serves as the inspiration for an array of ‘80s nostalgia apparel and accessories. 

"It is always exciting to launch something new in consumer products, as we did with Iron Man in 2008,” says Paul Gitter, senior vice president, licensing, Marvel, Disney Consumer Products. “By showcasing what is unique about this amazing new film we are able to develop a third Marvel franchise that can be at retail alongside our powerhouse franchises of The Avengers and Spider-Man. Continuing to diversify the Marvel offerings for consumers is a key strategy of ours."

Some highlights of the product program include:

  • 10-inch electronic figures from Hasbro;
  • The Milano Spaceship Rescue construction set from LEGO;
  • 80s-inspired apparel with neon colors and retro graphics from Freeze;
  • Character speakers from iHome;
  • Groot and Rocket t-shirts from Mad Engine;
  • Vinyl bobble heads from Funko;
  • Star-Lord and Rocket Raccoon costumes from Rubie’s and Disguise; and
  • Back-to-school backpacks and stationery from Fast Forward and Innovative Designs.

“Marvel’s Guardians of the Galaxy is an amazing and innovative film that will take moviegoers on the type of action-packed adventure that they have grown accustomed to with previous Marvel blockbusters like The Avengers and Iron Man 3,” says Mike Pasciullo, senior vice president, Marvel Studios. “We have built a robust marketing program for the theatrical release that carefully integrates traditional advertising, social media, digital marketing, strategic promotional partnerships, organic entertainment integrations, publicity and a few top secret groundbreaking programs that will further fuel the fire for one of this summer’s most anticipated films.”

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