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Licensees named for first Marvel films

By Staff -- Gifts and Dec, 3/6/2007 10:48:00 AM

NEWYORK—Hasbro, Hallmark, Kids Headquarters, Fruit of the Loom, Mega Brands and Disguise are some of the initial worldwide licensees tapped to create product for the first feature films from Marvel Studios, Iron Man and The Incredible Hulk, scheduled for release in summer 2008.

The list of licensees will develop product lines inspired by the films, which are the first self-financed and produced films ever to come directly from Marvel. Among the licensees who have obtained rights to the films are: Hasbro (master toy licensee), Hallmark (social expressions and party goods), Kids Headquarters (boys and girls apparel), Jay Franco (domestics), Mad Engine (T-shirts), Fruit of the Loom (underwear), Disguise (costumes), BBC (footwear), Berkshire (headwear and cold weather), Mega Brands (Mega Bloks construction toys) and Jakks Pacific (plug and play games).

The first film from Marvel Studios to hit the big screen will be Iron Man on May 2, 2008 . The film features a cast including Robert Downey Jr. as Tony Stark/Iron Man, Gwyneth Paltrow as Virginia “Pepper” Potts, Terrance Howard as Jim “Rhodey” Rhodes and Jeff Bridges as Stark’s associate. Much like the comic, the film, which will be directed by Jon Favreau and distributed by Paramount Pictures, follows the story of billionaire industrialist and inventor Tony Stark, who is kidnapped and forced to build deadly weapons.

On June 13, Marvel unleashes The Incredible Hulk. Directed by Louise Leterrier (Transporter 2, Unleased), the Hulk film will have a storyline closely based on the comic series. Casting is currently taking place for this film.

“Iron Man and The Incredible Hulk mark two of the most highly-anticipated films for 2008 and represent two of the most legendary franchises in the Marvel Universe. The early feedback has been phenomenal with licensees quick to embrace both of these properties; we couldn’t be happier with the top-notch roster of licensees we currently have on board to create an incredible foundation for an explosive super hero summer,” says Paul Gitter, senior vice president of consumer products for North America at Marvel Entertainment. “With high-action, gripping entertainment and a renowned cast of characters, these franchises lend themselves to an incredible array of consumer product applications that we are sure will inspire some of the ‘must have’ merchandise for next year. We look forward to developing retail exclusives for certain programs to further the standout retail experience for these two franchises.”

Additional manufacturers who have already started developing product for both properties, include:AME(sleepwear/loungewear), Sideshow Collectibles (collectibles),FAB(back to school & arts and crafts) andMGA Entertainment (die-cast vehicles).

Marvel is looking to add partners in several other key categories throughout the year.

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