Campaign kicks off in the UK with the ‘Superhero Series’ challenge and a shopDisney-sponsored Channel 4 special.
Marvel Mania is celebrating its fifth anniversary this year, and will be marking it with a host of global activations and retail events.
The retail celebration is the only campaign to bring all of the Marvel Super Heroes together.
It kicks off in the UK this month with the Marvel-sponsored Superhero Series sports challenges and continues with a host of global activity running until October.
The Superhero Series is the UK’s largest interactive sporting event dedicated to the nation’s 13.3 million people with disabilities. Six families and their celebrity team captains will be starring in a special shopDisney.com-sponsored Channel 4 programme as they take on this year’s At Home Superheroes challenge.
Due to air on August 15, the programme will be presented by Clare Balding and includes Marvel Mania at shopDisney break bumpers.
Supporting the at-home initiative, Marvel will bring the energy of its iconic Super Hero characters to participants’ homes and neighbourhoods through downloadable games, signs and more to help participants feel like a true Super Hero.
“What started as a targeted retail campaign in the US has grown into an international celebration with a wide range of retailers and more than a hundred global licensees supporting worldwide,” said Paul Gitter, svp at Marvel Licensing. “The success of Marvel Mania is a testament to the strength, power and diversity our characters represent on screen and beyond with amazing products and experiences.”
Merchandising programmes from major UK and European retailers will be supporting the initiative including Tesco, Sainsbury’s, Argos, Smyths, Asda, Amazon and Carrefour, as well as shopDisney and The Disney Store.
In addition, retailers across the US, Latin America, Southeast Asia, the Middle East and India will also be taking part.
A cross category merchandising portfolio spanning video games, publishing, apparel, accessories, toys and more is also planned.
Product highlights include X-Men 20th anniversary collectable toys from Hasbro; Marvel Zombies Funko Pops collectables; LEGO Marvel Studios Iron Man art set; Marvel: Greatest Comics: 100 Comics that built a universe from DK, Black Widow apparel and footwear; The Marvel Storybook Collection; plus products inspired by Marvel’s Spider-Man: Miles Morales and Marvel’s Avengers video games.
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