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Avengers Campaign Targets Fashion, Health

Disney Consumer Products announced what it’s calling one of “its biggest ever licensing programs” around the new Avengers: Age of Ultron film and offshoot programming; and given Disney’s track record, that’s no idle boast. The licensing program includes a push into what the studio considers high-potential categories, including female fashion and items intended to foster active and healthy habits among kids.

Licensing partners in the “healthy lifestyle” area include Under Armour, Sage Fruit, Conagra Foods (granola bars), Crunch Pak, and Chobani.

Disney/Marvel’s Avengers: Age of Ultron, which opens in theaters May 1, is expected to be one of the biggest forces at the box office and at retail this year (along with Amblin/Universal’s Jurassic World, Illumination/Universal’s Minions and Lucasfilm/Disney’s Star Wars: The Force Awakens).

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