Dozens of companies are tying in with "Marvel's The Avengers," the Walt Disney Co. With its Captain America character dating back to World War II, "The Avengers" has an unusually broad appeal, attracting licensing and sponsorship deals that go well beyond toys, including ones for hotels, fragrances and luxury cars.
"The superhero transcends age, gender and ethnicity," said Robin Korman, head of loyalty marketing at hotelier Wyndham Worldwide, which is offering a ticket giveaway for guests. "It really is one of those genres that 's universally embraced."
The film features cars from Acura, Honda Motor Co.'s luxury division, including customized versions of the MDX sport utility vehicle, which starts at $43,000, and an NSX concept car driven by Robert Downey Jr.'s "Iron Man" Tony Stark. The picture also includes Harley Davidson's $15,500 FLS Softail Slim motorcycle, the ride of choice for Captain America, played by 30 year old Chris Evans.
Wyndham made collectible room key cards and commissioned 400,000 copies of a comic book from Disney's Marvel division to distribute free at its properties. The comic features "Avengers" characters including Iron Man and cheap raider jerseys the Black Widow enjoying loyalty program perks such as free rooms and Internet access. The Hulk works out in a fitness center.