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Kiran Jeffrey, brand franchise director.


boys of


all ages, and recent


research has


highlighted him as the number one boys’ action brand in the UK throughout July and August 2012 and was named as a spontaneous favourite character among boys right up to the age of 14, showing the genuine breadth of his appeal. Such strong research feedback reinforces the cross- category opportunity open to the franchise at retail. “This is a great opportunity for us at


retail,” explained Kiran, “as there is now daily engagement for our fans who


are clearly demanding more from Spider- Man. The animated series is creating huge excitement, which has led to some great themes across products and retail, which will in turn feed back into the ongoing storylines.” The product and content programme will link Ultimate Spider-Man to some favourite themes, high-tech gadgetry and vehicles, in turn feeding these new elements back into the storylines. “This is a really important development for us,” explained Kiran, “as we intend to take the successful themes out of the TV series and translate these into


products – while also taking the


successful products and turning them into elements within the show.” The cool gadgets and technology which


are a feature of the series will provide a great opportunity to really link the show to retail. Simon explained that: “A fundamental element of the Spider-Man franchise is the prevalence of high-tech gadgetry at a consumer product level. One of the key themes of the licensing programme is technological equipment and role- play items, which young


boys really love. We have loads of different weapons


and new role-play activities.” “Hasbro is creating some incredibly cool gadgets and


A SPECIAL MAX PUBLISHING 74


technology-driven play products,” Kiran continued: “It's important to us that kids are able to play out what they see on television – they want to translate the action they see on screen to their bedroom floors, whether that's with playsets, action figures or other products. There's a real responsibility behind licensing a superhero brand, as children really believe in it and it's our job to keep that connection and magic alive.” To maximise the excitement for Ultimate Spider-Man all retail executions will come under the Ultimate Spider-Man umbrella branding. This will reinforce the link to the animated series, yet ensure the unified message translates well across classic Spider-Man product as well. Consumer products in general will grow across all categories for core consumers,


Content Calendar


• Ultimate Spider-Man season 1 – Launches on CITV 5th January • Ultimate Spider-Man season 2 – spring/summer 2013 • Ultimate Spider-Man DVD – spring/summer 2013 • Ultimate Spider-Man new episodes – autumn/winter 2013 • Ultimate Spider-Man DVD – autumn/winter 2013


disney PUBLICATION 2013 TM & © 2013 MARVEL & Subs.


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