Marvel is planning to make Guardians of the Galaxy a "...third Marvel franchise that can be at retail alongside our powerhouse franchises of the Avengers and Spider-Man," according to SVP-Licensing, Marvel at Disney Consumer Products Paul Gitter.  This apparently describes a third Marvel cinematic universe for which Marvel will control and support licensing, with the sequels and spin-offs associated with that scale of development.

To that end, Marvel has a range of programs at mass merchants, including a cross-category pallet program at Walmart, top placement for Hasbro and LEGO toys in key accounts, back-to-school presence at Target and Walmart, female teen trend retailer commitment for t-shirts and accessories, and a heavily promoted party goods program with Party City.

Merchandise from over 50 licensees will include products around some special themes, including Rocket Raccoon, which Marvel says "is poised to distinguish himself as a true breakout character," and Star-Lord's 80s obsession, whose Awesome Mix Vol. 1 inspires a range of 80s nostalgia apparel and accessories.

Marvel points to a quick sell-out of Hasbro's Guardians of the Galaxy 6-inch Legends action figures by Amazon ("the best pre-order for toys Amazon has had to date") as a sign that the merch program has strong interest.

Marvel’s marketing for the film includes "...advertising, social media, digital marketing, strategic promotional partnerships, organic entertainment integrations, publicity" plus some new programs, according to Marvel Studios SVP Mike Pasciullo.



The mass market merch programs launch mid-June.  The film (see "New 'Guardians of the Galaxy' Trailer and Poster") premieres August 1st.

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