In a move to create a fun, engaging in-store experience leveraging mobile apps, Walmart has partnered with Marvel and released Super Hero Augmented Reality, a new game app based on the highly anticipated May 4 feature film Marvel’s The Avengers.

The app, which can only be used in US Walmart locations and is currently available for iOS and Android devices, transforms the physical store into part of the interactive game featuring Avengers characters Iron Man, Thor, Captain America, The Hulk, Hawkeye and Black Widow.

Once downloaded, customers have instant access to Avenger superhero Hawkeye in game mode and customers can access and unlock the five other Avengers and their superpowers by pointing their smartphones at specific images on Marvel’s The Avengers signage within store areas including apparel, grocery, toys and wireless. After all six superpowers are collected, users have a chance to defeat Loki to win the game.

The app also features a photo capture mode for sharing where customers can take pictures of themselves with their favorite characters depicted as 3D models on Marvel’s The Avengers in-store DVD pallets.

Additional Black Widow and Hawkeye interactive features can be accessed by visiting www.walmart.com/TheAvengers and the April 29 Walmart newspaper circular.

Customers in the grocery sections of select stores can also choose from Avengers-themed food and beverage samples from brands including Dr. Pepper, Red Baron Pizza and Hershey’s chocolate candies.