To launch Disney’s Playmation line of Avengers toys, we came to them with a simple proposition: What if it was real? What if Avengers Labs really had developed gear that gave kids the powers of the Avengers? And what if they really were recruiting kids?

Every touchpoint —from POS, to posters, to online videos— would be in-narrative. Every marketing communication would be an extension of the play experience.

ONLINE CONTENT SERIES “Basic Training”
Using the fiction that Avengers Labs is real, we created an eight-episode series of training videos that would brief kids on the background story and introduce them to the toys.

PRINT
Bold graphics worked as a recruitment call-to-action. And we managed to get my favorite ad placement ever – inside a MARVEL comic book.

POINT OF SALE
For retail, we created kid + toy imagery to match our corresponding super hero character artwork series. By also using our videos in key retail locations (Time Square NYC) helped build intrigue.

PLAYMATION.COM/AVENGERS
Optimized for tablet use, the site compliments the app component of the Playmation experience.

TELEVISION “The Avengers Need You”
We went straight to godfather: Stan Lee, to help us identify potential recruits.