Marvel and Tesco have partnered on a fully integrated retail campaign in the U.K. for the box office hit The Amazing Spider-Man 2.
The retailer is now offering a range of The Amazing Spider-Man 2 merchandise through the campaign, called Every Little Hero Helps.
Among the featured product ranges are Hasbro and LEGO toys, rucksacks, stationery, lunchware, day and night fashion and children’s dress-up outfits.
The campaign features original marketing content celebrating heroic behavior and is supported by on-air adverts on Disney XD and Disney Channel, as well as substantial in-store marketing including standees, posters, cardboard masks, themed point-of-sale displays, dedicated bays and fixtures and printed reusable bags.
A Marvel-themed Tesco Direct online page has also launched, offering visitors direct access to The Amazing Spider-Man 2 products including toys, stationery and DVDs.
The digital destination also offers fans the opportunity to play an exclusive “City Sweep: The Amazing Spider-Man 2” online game.
Tesco has also built a channel within its “TescoDiscover” app for the film that includes an augmented reality “Oscorp Tower Attack” game and photo opportunities with The Amazing Spider-Man 2 stills.
“Spider-Man is a character with universal appeal and as a result has become one of the most successful character properties worldwide, allowing us to create valuable campaigns and products that appeal to a broad audience,” says Mike Stagg, vice president and general manager, retail, The Walt Disney Company U.K., parent company of Marvel. “We are excited to work with Tesco to create an engaging and impactful retail campaign that will further strengthen consumer awareness and character loyalty across the broader Marvel portfolio.”