Marvel Entertainment And Toys"R"Us Assemble Retail Experience For Highly Anticipated Summer Theatrical Event Marvel’s The Avengers

Dedicated In-Store Boutiques and Toysrus.com Microsite Showcase Marvel’s The Avengers Products

April 16, 2012 // Franchising.com // NEW YORK, NY – Gearing up for the ultimate in Super Hero adventures, Marvel Entertainment, LLC, a global character-based entertainment licensing company, announced today that it has assembled a multi-faceted retail experience with Toys"R"Us® in support of the summer blockbuster film Marvel’s The Avengers which hits theaters on May 4. Toys"R"Us has unveiled in-store boutiques dedicated to the major, multi-character movie event in nearly 600 stores across the country, as well as a dedicated Marvel’s The Avengers online destination at Toysrus.com/Avengers, with enough toys, games and additional items to fill a Quinjet.

Showcased prominently at the front of every Toys"R"Us store in the United States, Marvel’s The Avengers fans can now find boutiques filled with stunning visuals, showcasing Iron Man, Captain America, Thor, The Incredible Hulk, Black Widow and Hawkeye from the epic adventure. The highly anticipated feature film which brings together the most iconic Super Heroes of all-time has taken center stage at the company’s international flagship store. Toys"R"Us Times Square is also showcasing products based on the heroes in a dedicated boutique on Level Two.

Marvel has developed a successful worldwide licensing and merchandising campaign in support of the film. The in-store boutiques feature an expansive collection of toys from key Marvel partners such as action figures, R/C vehicles, role play items, and playsets based on the film and its Marvel Super Hero all-stars. In addition to this wide variety of toys and action figures based on Marvel’s The Avengers, two assortments of Marvel Universe Collector Base action figures are exclusively available at Toys"R"Us stores and online. Each wave contains four Avengers standing on a light-up base, which combine to form a SHIELD platform.

Beyond Marvel’s The Avengers in-store boutiques, Toys"R"Us has launched an online experience at Toysrus.com/Avengers which will also showcase products inspired by the upcoming film as well as feature video content, character bios, downloadable coloring sheets and desktop images. Toys"R"Us will also support Marvel’s The Avengers through its social media platforms including Facebook and Twitter.

“We have assembled a stellar consumer products program on behalf of Marvel’s The Avengers that allows fans to enhance their movie experience and are very happy with the retail support Toys"R"Us is giving the program both in-store and online,” said Mark Rhodes, Sr. Vice President of North American Retail Development at Marvel Entertainment.

“Toys"R"Us is the ultimate authority on toys, games and more based on everyone’s favorite Super Heroes, and we know that kids and collectors alike are ready to step into the role of their favorite Avenger with action figures, role play accessories and other toys,” said Jon Roman, Divisional Merchandise Manager, Toys"R"Us, U.S.

About Marvel’s The Avengers

Marvel Studios presents Marvel’s The Avengers—the team up of a lifetime, featuring iconic Marvel Super Heroes Iron Man, The Incredible Hulk, Thor, Captain America, Hawkeye and Black Widow. When an unexpected enemy emerges that threatens global safety and security, Nick Fury, Director of the international peacekeeping agency known as S.H.I.E.L.D., finds himself in need of a team to pull the world back from the brink of disaster. Spanning the globe, a daring recruitment effort begins.

Starring Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner and Tom Hiddleston, with Stellan Skarsgård and Samuel L. Jackson as Nick Fury, directed by Joss Whedon, from a story by Zak Penn and Joss Whedon with screenplay by Joss Whedon, “Marvel’s The Avengers” is based on the ever-popular Marvel comic book series “The Avengers,” first published in 1963 and a comics institution ever since. Prepare yourself for an exciting event movie, packed with action and spectacular special effects, when Marvel’s The Avengers assemble in summer 2012.

Marvel’s The Avengers is presented by Marvel Studios in association with Paramount Pictures. The film is being produced by Marvel Studios’ President Kevin Feige and executive produced by Alan Fine, Jon Favreau, Stan Lee, Louis D’Esposito, Patricia Whitcher, Victoria Alonso and Jeremy Latcham. The film releases May 4, 2012, and is distributed by Walt Disney Studios Motion Pictures.

About Marvel Entertainment, LLC

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit www.marvel.com.

About Toys"R"Us, Inc.

Toys"R"Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 875 Toys"R"Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 140 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys"R"Us, Inc. can be found on Toysrusinc.com. Follow Toys"R"Us, Babies“R”Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.

Contacts:

Marvel
Jeff Klein |Callie Burrows
DKC Public Relations
212-981-5189 | 212-981-5209
jeff_klein@dkcnews.com | callie_burrows@dkcnews.com

Toys"R"Us:
Bob Friedland
Toys"R"Us, Inc.
646-366-8862
friedlab@toysrus.com

 

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