A few eyebrows were raised when Hasbro shelled out $200m for the rights to Marvel properties. But after the success of Spider-Man, Hulk, X-Men and the Fantastic Four, with plenty more in the pipeline, it’s beginning to look like a bargain.
Iron Man 2 will be the next big movie from the Marvel slate and it looks set to build on the success of the first film as the character continues to build a relationship with film fans as well as lovers of the original comics.
Hasbro’s accompanying toy range is a cornerstone of its business in 2010 and the firm hopes it will continue the momentum built in 2009 with the Transformers boys action range.
Marketing director Mark Foster, says: “Building on an extraordinary year, Hasbro will continue to re-imagine, re-invent and re-ignite itself in 2010.
“We will bring the latest and greatest in boys’ action excitement, more news in the coolest girls’ collectibles around, and yet more fantastic innovation of the best games in the industry.
“We believe we have the very best in play and entertainment experiences and are looking forward to a very exciting year.”
Pre-school and girls lines will also form a major part of the line-up.
“More introductions will continue the great momentum we have generated for Playskool. We have some very cool innovation for Littlest Pet Shop to build on the no. 1 girls’ collectible and we are excited about the return of Strawberry Shortcake. We will add to the success of Transformers and Star Wars with a fantastic Iron Man range and the return of BeyBlade. 2010 will also see some of our most fun and innovative twists on new and classic games.”
Ken Goodisson, senior brand manager for boys toys adds: “Boys are after new news, Iron Man is the most gettable, hi tech character out there, that’s why he is in such demand. Our product development team has designed some of the best play offerings around this unique character, hitting every play segment.”
Iron Man 2 hits cinemas on April 30th and is backed up by Iron Man Amored Adventures on Disney XD every day, plus DVD releases in the first quarter of 2010.
The brand will be supported with national press advertising, online and a major outdoor push, which along with the promotional partners will help build awareness outside of toys for the film.
For the movie, Hasbro will launch action figures, vehicles and role-play and the range is a completely new offering to the line behind the first Iron Man film.
The firm is driving heavyweight TV coverage and PR for the movie launch and ads will feature the action figures and F1 racing car. Role-play items receiving TV coverage will include the Arc Chest Light, Wrist Repulsor, Helmet and Mask.
Both campaigns combined should achieve approx 500 TVRs. The firm is planning a similar level of support for autumn/winter with the new second half product introductions.
“Marvel sequels always over-index the previous release and we are fully prepared for it,” says Goodisson.