Marvel Unveils ‘Captain America: Civil War’ Licensees (EXCLUSIVE)

Avengers Age of ultron Movie
Courtesy of Marvel

Marvel has unveiled a dozen of the licensees for next year’s “Captain America: Civil War” in the wake of Marvel-Disney’s “Avengers: Age of Ultron” grossing $1.35 billion at the worldwide box office.

Marvel gave retailers a first look Wednesday at Licensing Expo 2015 in Las Vegas, with categories including apparel, accessories, footwear, core toys, sporting goods, consumer electronics, seasonal, costumes, party goods, stationery, food, home furnishings and collectibles.

Hasbro, Lego, Funko, Hot Wheels, Rubies, Mad Engine, C-Life, Jay Franco, Global Brand Group, Kellogg’s, Hallmark and American Greetings have signed on. The show will exhibit finished art and initial renditions of products, which will began landing on store shelves about eight weeks prior to the May 6 opening.

Paul Gitter, senior VP of licensing for Marvel at Disney Consumer Products, told Variety that the overall campaign will build on the success of licensed products for “Age of Ultron.”

“We’ll see an extension mixing in new characters with new skills,” he added. “There will also be a big focus on adult female apparel.”

“Captain America: Civil War” opens May 6 with Chris Evans as Steve Rogers/Captain America along with Robert Downey Jr., Scarlett Johansson, Sebastian Stan, Anthony Mackie, Emily Vancamp, Don Cheadle, Jeremy Renner, Chadwick Boseman, Paul Bettany, Elizabeth Olsen, Paul Rudd, Frank Grillo, William Hurt and Daniel Bruhl.

The campaign will feature a celebration of Captain America’s 75th anniversary that will be limited to higher-end retailers. There will also be focus on newer characters War Machine, Falcon, Vision, Black Widow and Black Panther; and an expansion into healthy living and travel.

“The Avengers team is both aspirational and hugely merchandisable, made up of multiple, unique heroes coming together with amazing skills, cool vehicles and a high tech headquarters,” Gitter said. “‘Captain America: Civil War’ not only gives us new storytelling for our favorite superheroes, but also introduces new ones allowing us to expand product lines for kids and fans.”

The storyline in “Captain America: Civil War” picks up where “Avengers: Age of Ultron” left off as Steve Rogers leads the new team of Avengers. The film is directed by the brother team of Anthony and Joe Russo from a screenplay by Christopher Markus and Stephen McFeely.

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  1. LOU says:

    HOLLYWOOD KNOW MORE THEN WE KNOW .THEY GET A SENSE OF THERES SOMETHING IN AMERICA WRONG .THEY BROUGHT BACK CAP AMERICA FOR THIS AND WE ARE IN NOW TIMES LITTERALLY IN A CIVIL WAR.NOT SURE WHAT THESE HOLLYWOOD CIVIL WARS AND RED DAWN MOVIES OF AMERICA BEING TAKEN OVER MEANS BUT IT HITS TO CLOSE TO HOME AND SEEMS HOLLLY WOOD IS EXPECTING A CIVILWAR IN REAL LIFE BY 2O16 WHEN OBAMA LEAVES ..OR IF A JEB OR HILARY DYNASTY CONTINUES ..THIS MOVIE JUST PRE CAP OF THE UN SETTLENESS IN AMERICA ..HOPEFULLY CAP AMERICA CAN END THE GOVERMENT CORRUPTION AND BRING AN END TO DIRTY PRESIDENTS AND OTHER THINGS LIKE RASISCM IN THE COUNTRY BUT THIS MAYBE TOO MUCH FOR EVEN CAPTIAN AMERICA TO HANDLE

  2. scyllaya says:

    Finally! I usually buy most of the female clothing I can find in Primark and other places, but there are obviously not enough! And mostly it’s just oversized t-shirts and pyjamas in the women’s section. I want all characters on marvel female apparel, male and female alike. I love the female characters, and I do want Back Widow and Scarlet Witch stuff, but I still want Captain America, Iron Man and other male hero clothes for women too.

    I want bags and belts and accessories, give me all the marvel stuff!

  3. Neoplasticutopia says:

    Disney’s been leaving piles of money on the table for years by not providing more women’s merchandise and especially clothes. Why they don’t have a black widow fitness line is mind boggling. I ran in the Avenger’s half marathon last fall and they had zero Black Widow merchandise. You’d have to be asleep to not have noticed how popular she has become. They’re already making a lot of money, but they could have made way more.

  4. Urban Legend says:

    Whatever, until they confirm Spider-Man is making his MCU debut in this film, announce his casting, and give us a look at his costume this is a non story and just a retread of already leaked material.

    • Steve Ruffian says:

      Yep, what this guy said.

    • MatisyahuSerious says:

      congratulations on not reading the article.

      • errantknight says:

        You’re going to be pretty darn disappointed when you realize that this isn’t a Spiderman movie, aren’t you?

      • Urban Legend says:

        I read the entire article, but I could care less about this, as the case with a lot of folks. Like I said there is only one story big press release us uber geeks care about with regard to this movie and it has to do with Spider Man.

  5. Jon says:

    Good for Marvel, the revitalizing of Captain america is going great! But, what’s the future of the X-Men franchise? how can sustain itself without toys and cartoons?

    • Lewis says:

      Uh, no! I and many fanboys are very glad to hear Elektra has been cast (Punisher as well, come on Bullseye and The Owl). Ms. Yung is a good pick, great martial artist/stunt person. Ihope she’s up to the acting though. Also, Spiderman has been cast. Keep up
      His appearance in Civil War will be a surprise and may not be announced pre-debut! Enjoy the ride.

    • scyllaya says:

      That’s a different studio, so obviously Disney is not going make merchandise for it.

      That would be 20th Century Fox that needs to step up their game.

      As for cartoons, I know why they don’t make them, since Marvel Studios still has most of the animation rights, so why would they spend money promoting the movies of another studio. They’re only going to make MCU and Spider-Man related stuff for the most part.

      • Lewis says:

        The rumor is, Marvel is not merchandising for X-Men or The Fantastic 4. Some speculate that they want those movie efforts to fail so that they can get the rights back. In my opinion, rightly so.

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