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Marvel Consumer Products President Talks THE AVENGERS Marketing Opportunities!

Vaguely discussing the merchandising opportunities provided by next year's most-anticipated Marvel movies, The Avengers & The Amazing Spider-Man, check out quotes from Paul Gitter

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By DCMarvelFreshman - 11/25/2011


Paul Gitter, president of consumer products for Marvel Entertainment, recently elaborated on the growing success and marketing opportunities for next year's highly-anticipated film The Avengers & Sony Pictures' The Amazing Spider-Man.

Declaring "we will own the summer of 2012," Gitter says "'Avengers Assemble' has helped us position Marvel films as true sustaining brands. This initiative has enabled our partners to build standout, long-term programs with unique merchandise, retail and product promotions featuring our entire portfolio of Avengers.''

"Marvel has devoted significant time and resources to films, digital, internet, promotions, consumer products and publishing to create a continuity program that will keep consumers engaged so that by the time The Avengers debuts in 2012, there will be a significant amount of awareness in the marketplace."

Apparently, Gitter also strongly believes that the successful five-year build-up to The Avengers has helped to strengthen retail partnerships. He states, "Retailers have been less tolerant with IP films, so we decided that if we started on this coordinated strategy several years ago, retailers would give us shelf space throughout the years and we would have a more sustainable position in the marketplace,".

The strategy has worked as retailers have kept Marvel superheroes on shelves individually, setting the foundation when all the superheroes come together under the Avengers theme. The goal is to create the single largest superhero event ever. And based on feedback from retailers, Marvel is well positioned to own summer 2012, not only with The Avengers, but also with a major Spider-Man initiative. We are developing separate value propositions for retailers to merchandise both films exclusively," he says.

Gitter went on to discuss a deal Marvel Entertainment recently inked with Amscan, the parent company of Party City, for a branded Marvel Halloween costume shop at the specialty store next year via Global License.

"For years Marvel has been a leading licensor for Halloween costumes and accessories which reflects the popularity and longevity of our characters. We are always looking for unique ways to expand the Marvel brand and feel this partnership enables us to maximize our presence in the Halloween category. Party City understands the power of the Marvel Super Hero and has created a one-stop shop for fans to fulfill all of their Halloween needs."

Marvel's The Avengers is the Super Hero team up of a lifetime, featuring iconic Marvel Super Heroes Iron Man, The Incredible Hulk, Thor, Captain America, Hawkeye and Black Widow. When an unexpected enemy emerges that threatens global safety and security, Nick Fury, Director of the international peacekeeping agency known as S.H.I.E.L.D., finds himself in need of a team to pull the world back from the brink of disaster. Spanning the globe, a daring recruitment effort begins. Starring Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner with Samuel L. Jackson and Tom Hiddleston, directed by Joss Whedon, Marvel's The Avengers will be released May 4, 2012.



Source: Modern Medicine
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31 Comments
write33 - 11/25/2011, 9:23 PM
as someone who's worked in Corporate Marketing for the better part of 14 years now, I find this story ridiculously awesome. Very nice work DCMarvelFreshman
SpiderHyphenMan - 11/25/2011, 9:25 PM
my god f'ing awesome!!!!
DCMarvelFreshman - 11/25/2011, 9:34 PM
Thanks, I really appreciate that. Even though they're overlooked by others, I find news like this cool as well; or any type of news about The Avengers to be honest lol
AGENTJAY1130 - 11/25/2011, 9:35 PM
This will be the biggest money maker in 2012 fa sure!!
Spidey91 - 11/25/2011, 9:50 PM
I'm 20 years old already...but f*ck it,I want that backpack :P
DCMarvelFreshman - 11/25/2011, 9:58 PM
@ncreb Thanks, I'm trying to do things a little different. I'm glad someone noticed;)
Jefferys - 11/25/2011, 10:03 PM
Forget that backpack, I want that toy! Actually, I also want that backpack.
TheAmazingSpidey63 - 11/25/2011, 10:05 PM
I may be a teenager, but DANG IT I want that backpack so bad!!!! :)
TheAmazingSpidey63 - 11/25/2011, 10:05 PM
And that sweet Iron-Man toy!!
PoPcornDude - 11/25/2011, 10:17 PM
hopefuly they will sell a Stark Tower !
I want that for sure !
Jolt17 - 11/25/2011, 10:19 PM
Oh, I have just noticed that image of the action figure...which is [frick]ing sweet. Need to see a Captain America action figure soon, and once it's there I want it to be packed inside that backpack...and I'll carry it proudly as a high school student. :)
neopunch - 11/25/2011, 10:49 PM
Blasphemy! That backpack sucks. No Thor???
Spidey91 - 11/25/2011, 10:57 PM
@neopunch

he is too awesome to be in a simple mortal's product :P
Spidey91 - 11/25/2011, 11:29 PM
@Illwill


:P
DCMarvelFreshman - 11/25/2011, 11:34 PM
@Illwill he actually meant "Marvel" in general, which includes both The Avengers and The Amazing Spider-Man:)
SotNatt - 11/26/2011, 12:10 AM
I would buy my kid these things... ALL these things.
Amazo - 11/26/2011, 2:15 AM
In other words 'Here at Marvel,we'll put our characters and name to any old piece of crap to milk it for all it's worth.Because we're cheap bastards :)'
It's fortunate that the movies are actually good fun :)
Spidey91 - 11/26/2011, 4:08 AM
@Amazo
you think that's bad,you should see what Hasbro does to the transformer Bumblebee,it's actually a one 'bot franchise :P
Amazo - 11/26/2011, 4:42 AM
@Spidey91
I remember back in the day when Transformers were mostly made of metal.Now they're made of cheap plastic.Toys can't take the beating they used to.I guess it's all for secondary sales :/
@SpiderAssassin
Welcome! Now chill the frick out man! lol
Amazo - 11/26/2011, 4:51 AM
Hey guys,I keep trying to change my avatar but it ain't working.I got my old one to bugger off but the new one won't show.Any ideas?
Amazo - 11/26/2011, 4:53 AM
Now the old one's come back on its own! WTF?!?! LOL
Amazo - 11/26/2011, 5:01 AM
Nevermind,now it's rockin the new one :D
Wildaniel - 11/26/2011, 6:28 AM
I needed that backpack 15 years ago, lol.
MercMatt - 11/26/2011, 6:43 AM
I'll be buying myself some "collectables" from the Avengers movie. I'll even keep them in the plastic.......until I get them home, open them up, and have a plastic-made Marvel vs DC Civil War. Who will win??? *Cue dramatic music*
WolvieCBM - 11/26/2011, 6:46 AM
Say whatever you want, but there is no denying that next summer will be HUGE. TDKR and AVENGERS will have great promotion and box office numbers will be big. But, it seems that people keep forgetting about AMAZING SPIDER-MAN. A character that already has 3 films, that were so freaking successful. I'm not saying that Spidey will make the most, but I wouldn't rule that out.
mstaley3000 - 11/26/2011, 7:34 AM
It doesn't matter how successful TDKR will be as a movie, Marvel will make tons more than TDKR on it licensed products. WB makes movies and tv shows and comics to cash in on its licensing while Marvel had always made its money on its publishing while not doing quite so well otherwise. Spider-Man and X-Men might have made tons of movie money but Marvel made nothing on the licensing side which is why they started doing their own movies. Disney is a ginormous licensing company which is why they paid billions for Marvel. So, with Disney licensing power and the Marvel brand, Marvel characters will own 2012 with their novelty superhero cups and tote bags and greeting cards while TDKR will do ok with its novelty Batman key rings and shampoos.
GUNSMITH - 11/26/2011, 9:34 AM
AVENGERS WILL MAKE RIDICULOUS MONEY...DISNEY IS BEYOND OVERJOYED THEY BOUGHT MARVEL..
GUNSMITH - 11/26/2011, 9:38 AM
THE COOL THING IS DISNEY IS LETTING MARVEL DO WHAT THEY DO, UN-AFFECTING WHAT THEY'VE BEEN DOING AND GIVING MARVEL FULL ARTISTIC LICENSE...
LMB10 - 11/26/2011, 11:37 AM
Bring on the merchandise... Avengers and The Amazing Spider-Man will be great!
GUNSMITH - 11/26/2011, 4:10 PM
CAPS ARE MY THING. IT'S BEEN MY THING EVER SINCE I GOT ON THIS SITE.
Amazo - 11/27/2011, 2:12 AM
@Gunsmith
I like your optimism and I agree that Marvel will make a shit load from merch,but unfortunately Disney started interfering with Marvel 2 weeks!! after they bought them by sacking a whole bunch of creative staff.I'm friends with some of them (I'm an illustrator and indie comic artist/art director for an indie comic company).And they haven't stopped rearranging,firing, and dictating new procedures ever since.Truly,Mickey Mouse has an iron grip on Marvel! I worry about that long term,but luckily,the current crop of movie output was planned before the merger and is doing well :)

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