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Marvel’s Merchandise Plan for ‘Avengers: Age of Ultron:’ ‘Make the Big Bigger’

Variety

Disney is giving Marvel’s “Avengers: Age of Ultron” the tentpole treatment in the retail aisle, launching one of the company’s biggest licensing programs around a film.

After the first “Avengers” went on to earn more than $1.5 billion at the box office in 2012, Disney started developing strategies for the sequel. The resulting plan: “Make the big bigger,” Paul Gitter, Disney Consumer Products’ senior VP of Marvel Licensing, told Variety.

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