How Marvel Are Breaking Boundaries With Merchandise
The Marvel machine is still is fine order managing to churn out endless phases of comic to movie feature adaptations and enjoying the millions upon millions it manages to make from ticket sales and of course ultimately merchandise tie-ins. Thanks to the myriad of characters in the Marvel universe, whether they’re superheroes or villains, there seems to be an infinite pool of original source material to look to for the next big budget comic book blockbuster.
There are standalone efforts, sequels, spin-offs, mash-ups and team-ups and this means that the marketing guys at Marvel are never shy of coming up with a new product, toy, game or piece of apparel to accompany their latest release. The Marvel franchise has inspired so much more than just tacky and pointless gifts and memorabilia it has inspired some unique product ideas as well as various pieces of relatable entertainment like slots and online roulette like the ones seen at Conquer Casino, and other video games and accompanying apps. Thanks to this constant flow of new theatrical releases such as ‘Iron Man’, ‘Thor’ and ‘Captain America’ the Marvel division managed to generate $6 billion in retail merchandise revenue in 2011.
In 2012 writer/director Joss Whedon bought us the hugely anticipated Marvel mesh ‘The Avengers’ which teamed together a group of superheroes where most had recently been introduced to us already in their own individual feature entries. This momentous coming together propelled Marvel’s merchandise sales to over $1 billion for this feature alone and the 2015 follow-up ‘Avengers: Age of Ultron’ pushed this figure up even more.
Of course with merchandise revenue reaching the billions it’s no surprise that the merch division weren’t simply slapping logos onto ceramic mugs and t-shirts. Luxury items such as replica cars and other vehicles used in the movies like the iconic FLS Softail Slim Harley-Davidson motorcycle driven by Captain America were all being snapped up by the more affluent fans of the franchise.
With an aggressive international merchandise push and plenty of targeted product ranges being put out there it’s been a highly productive time for Marvel to take full advantage of the plethora of comic-based source material they have to work with. And with plenty more movies lined up and Black Panther opening up soon, there’s plenty more cash to be made.