Disney Consumer Products has unveiled the merchandising program for Marvel’s Captain America: Civil War, which will hit theaters next May. Licensees across categories, including apparel, accessories, footwear, toys, sporting goods, consumer electronics, seasonal products, costumes, party goods, stationery, food, home furnishings, and collectibles, will create products to coincide with the film’s release.
Hasbro, Lego, Funko, Hot Wheels, Mad Engine, C-Life, Jay Franco, Global Brand Group, Kelogg’s, Hallmark, and American Greetings have already signed on. The merchandise programs will continue to showcase the Avengers’ team dynamic, include top-tier retail support, and will target all demographics from kids to adults.
New activities will include unique consumer marketing initiatives, including a celebration of Captain America’s 75th anniversary; a focus on building out the Avengers team with War Machine, Falcon, Vision, Black Widow, and Black Panther; an expansion into healthy living and travel categories; and unique innovations to celebrate the storytelling themes of the film. Key partners and merchandise will be announced throughout the next year.
Marvel’s Captain America: Civil War picks up where Marvel’s Avengers: Age of Ultron left off, as Steve Rogers leads the new team of Avengers in their continued efforts to safeguard humanity. After another international incident involving the Avengers results in collateral damage, political pressure mounts to install a system of accountability and a governing body to determine when to enlist the services of the team. The new status quo fractures the Avengers while they try to protect the world from a new and nefarious villain.