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Part of the reason that we manage to do that is the humour involved in the character – he has some brilliant comedic pieces!” Humour seems to be a key element in ensuring the appeal of the extravagant millionaire and genius, that is Tony Stark. “He's just really funny!” laughs Kiran. “Marvel does a great job of creating certain humorous elements that a child won't get but make the film a real hit with adults. In terms of thinking about their audience, the studio is always one step ahead.” “Iron Man has such a strong appeal to kids due to his cool suit and the various actions he can do it in such as flying, shotting, laser eyes and more” Kiran explained, this helps immeasurably to support the franchise both at box-office and at retail. “It makes the play pattern extremely easy for young boys to emulate – they love to copy the high-action, exciting battle scenes – and that in turn helps maintain the aspirational edge.” It is important to note that as part of the


overall Avengers franchise Iron Man will continue to be integrated into the wider franchise plans. “Iron Man 3 is a key opportunity to excite Iron Man fans while also continuing to engage the Avengers'


Armour-Plated


Tony Stark has an extensive wardrobe of 42 Iron Man suits with a possible 328 million suit variations. Each suit has different powers, helping him through situations which are key to both his survival and the storyline. Gold with red highlights, the primary Mark 42 suit featured


in Iron Man 3 is an all-new design featuring the call-and-response armour-up application and abilities.


wider audience,” explained Kiran. “We know next year will be great for Iron Man, because of the success of this year's Avengers movie, so ultimately the films will support and drive one another's business.” By maintaining Avengers as a true evergreen at retail, Marvel will be able to secure everyday Avengers sections with regular product refreshes, and achieve seasonal expansions by taking advantage of new content. As Iron Man 3 hits the big screen, retail marketing activity will be focusing on the film, but also driving the whole Avengers group with significant product and retail activation programmes. “Kids will always have favourites,” said Kiran, “but from May until the end of this year our focus will be very much on Iron Man 3.”


A special max publishing


79


disney publication 2013


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