The firm will be running extensive in-store retail promotions and online activities ahead of the film's launch on April 30th, as well as running a PR campaign focusing on editorial coverage, competitions in boys comics and partnership opportunities with Marvel.
Further new products and promotions will be launched in the autumn when the Iron Man 2 DVD is released.
Products include Iron Man 2 Buildable Metalons, plus larger Iron Man & War Machine Techbots that come complete with a display stand and working launchers.
Also available are the 74 piece Buildable Vehicle Assortments which comprise of the Mark III Jet Boat and the War Machine Chopper Escape which transform into cool race pods for different battle situations. Sets also include collectible characters, Iron man sticker sheets and special parts.
The 46 magnetic piece Tri Armor Iron Man & Suitcase play set includes three sets of 6-inch buildable armours, all compatible with the Buildable Metalons.
Each of the three armours can be built and taken apart in seconds plus all the pieces fit into the iconic Tony Stark suitcase that is the replica from the film.
The Hall of Armor buildable set is made up of 170 pieces and is one of the largest play sets in the range. It comes complete with a three-foot fly-wire for real flight technology and lever-controlled trapdoor. The Hall of Armor also includes a film themed sticker sheet and an Iconic Iron Man helmet storage case and play set.
Lastly, the Whiplash Showdown with 100 buildable pieces allows boys to construct and recreate the iconic battle between Iron Man & Whiplash.