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
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.