Disney Consumer Products and Marvel have teamed up for Marvel Super Hero September, a national multi-platform campaign that encourages the public to “power up like a Marvel super hero.” This month-long celebration features retail partnerships, licensing partners, advertising, and online activations. The strategy is on behalf of the Marvel brand, as both Marvel and its characters celebrate 75 years of history.
“This stands as one of the largest non-film campaigns in Marvel history and we’re looking forward to seeing how kids, fans, parents, and adults will celebrate their passion for Marvel,” said Josh Silverman, executive vice president, global licensing, Disney Consumer Products.
The central hub for Marvel Super Hero September is a new online portal, superheroseptember.marvel.com, which houses content and activities, including a national photo sweepstakes contest supported by select national retailers. Marvel is also re-launching marvelkids.com with additional content.
For the inaugural campaign, Marvel has lined up retailers including Wal-Mart, Target, Kmart, Payless, Party City, Amazon, and the Disney Store, each of which will feature unique promotions, special offers, and weekly in-store events. These events include Walmart Retailtainment Day on September 20, in-store photo contests at Party City stores, weekly Marvel Super Hero events at Disney Store locations across the U.S., and more. All participants will receive a free Marvel Super Hero mask.
Along with supporting the aforementioned retailers through a merchandising program, Hasbro is launching an in-theater campaign feature to highlight new Spider-Man and Captain America role-play items. Additionally, a one page Hasbro ad will be included in Marvel’s Captain America: The Winter Soldier Blu-Ray/DVD insert, providing product and campaign details.
Marvel Super Hero September is also taking to the airwaves on Disney XD through a national broadcast campaign, dedicated to the launch of Marvel’s Ultimate Spider-Man Web-Warriors and the season two premiere of Marvel’s Avengers Assemble animated series.
Those looking for Marvel comic books, graphic novels, and other related merchandise can visit comicshoplocator.com. Marvel Super Hero September offerings are available at local mass and specialty retailers, as well as The Disney Store and at disneystore.com.