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Disney Consumer Products and Marvel announced the debut of an annual national multi-platform campaign aimed at taking the Marvel brand to new heights — ‘Marvel Super Hero September.’ Launching this September, the month-long celebration will showcase what being a Super Hero is all about by encouraging the public to “Power Up Like a Marvel Super Hero.” This will be done through a supercharged lineup of retail partnerships, licensing partners, advertising, and online activations. The strategy will place a stake in the ground for the Marvel brand, celebrating the entertainment company’s rich 75 year history and its wide array of characters.
“Marvel Super Hero September is giving us the opportunity to assemble some of the very best of our licensees and retailers to showcase the power and reach of the Marvel brand,” said Josh Silverman, executive vice president, global licensing, Disney Consumer Products. “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.”
The central hub for ‘Marvel Super Hero September’ will be a new online portal –MarvelSuperHeroSeptember.com. The site will house Super Hero content and activities, including a national photo sweepstakes contest with the support of select national retailers. Marvel will also be re-launching Marvelkids.com to provide even more Super Hero content.
For the inaugural campaign, Marvel has lined up best-in-class retailers, including Walmart, Target, Kmart, Payless, Party City, Amazon and the Disney Store to feature unique ‘Marvel Super Hero September’ promotions, special offers and/or weekly in-store events. These events will include Walmart Retailtainment Day on September 20th, in-store photo contests at Party City stores, and the Kmart flagship store near Madison Square Garden in New York City with media partner Radio Disney. Additionally, Disney Store locations across the U.S. will be hosting a Marvel Super Hero event once a week. Guests can learn how to draw Captain America’s shield and Spider-Man’s mask, as well as participate in a Marvel trivia challenge, Avengers Assemble Showtime and Ultimate Spider-Man Great Power Store Time. All participants will receive a free Marvel Super Hero mask. These retailers will be supported by a robust merchandising program led by Hasbro.
To shine a bright light on the initiative, Marvel will execute a print and online advertising campaign that will appear in the College Football and September NFL Preview issues of ESPN Magazine. These ads will also run on ESPNmagazine.com for the first two weeks of September and help reinforce Marvel’s interest in healthy living and active lifestyles for children. A full page “Guardians of The Galaxy” advertorial detailing announcement promotions and character content will also be featured in Marvel Super Hero Magazine.
Beyond traditional advertising avenues, Hasbro has developed an “in-theater” campaign feature to, highlight its newest products, including Spider-Man and Captain America role play items, and provide a salute to ‘Marvel Super Hero September.’ 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’ will take to the airwaves on Disney XD through a national broadcast campaign, dedicated to the launch ofMarvel’s Ultimate Spider-Man Web-Warriors and the season two premiere of Marvel’s Avengers Assemble animated series.
