"The Avengers" adds firepower to Marvel's boffo licensing program

Disney has tapped a wide range of licensing and marketing partners for the big-screen version of "The Avengers." The franchise's mass appeal has allowed Disney to sign up hotel, fragrance and luxury automaker partners, along with the expected toy deals. Meanwhile, toy licensee Hasbro is projected to tally a new high of $400 million in revenue from "The Avengers."

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Disney Pilots $6 Billion Marvel Licensing Machine: Retail - Bloomberg Businessweek