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Phillips, general manager of Consumer Products, The Walt Disney Company EMEA. “Which child doesn't want to go round


shouting “Hulk smash” at the top of his or her voice? By introducing


Who Are The Agents of S.M.A.S.H.?


Bruce Banner's repressed strength and courage erupt to the surface during times of stress, releasing the most incredible hero there is – the Hulk! After years on the run from those who seek to exploit his unrestrained might, Hulk has finally been given a chance to prove his heroism to the world. Hulk has been selected to lead an elite team of gamma-powered heroes – The Agents of S.M.A.S.H. - who have been tasked with nothing less than overcoming the biggest, most powerful threat in the universe. Key characters are Hulk, Red Hulk, Skaar, A-Bomb and She-Hulk.


a whole Hulk 'family' in Hulk and the Agents of S.M.A.S.H. we've opened up that possibility even wider – and of course children always love to choose their favourites within a group.” The consumer products portfolio will feature cross-


category representation and form an important part of the overarching The Avengers branding


initiative, while the Hulk and the Agents of S.M.A.S.H. style guide will focus on the worldwide popularity of Hulk and his universe, tying neatly into the animated television series. “Product plans are being put in place at the moment,” said Kiran, “but it's important to


note that the film product will be very different to the television product – they will each have their own distinct


Content Calendar


• Ironman & Hulk: Heroes United – spring/summer 2013 • Hulk and the Agents of S.M.A.S.H. – autumn/winter 2013


“The new series Hulk and the Agents of S.M.A.S.H. is a great, fun animation which will give a tremendous boost to the already popular Hulk. As one of the Avengers' most endearing characters, the show is a real testament to our belief in the strength of the franchise.”


Simon Phillips, general manager, Consumer Products, The Walt Disney Company EMEA


look and feel. For example, there will be different action figures, each adhering to a specific style guide and designed to appeal to a slightly different audience.” Classic toys like the 'Hulk Hands' have been consistent top-sellers throughout their entire availability at retail, and much of the Hulk merchandise will follow a


A SPECIAL MAX PUBLISHING 83 disney PUBLICATION 2013


similarly traditional play pattern. The focus will remain heavily on costumes,


action figures and other role play products which really appeal to kids.


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