As North American sales of licensed goods continue to see steady growth, Marvel has started to assemble a merchandising program around its upcoming Avengers sequel that includes heavyweights such as Hasbro, Lego and Hot Wheels.

Marvel’s Avengers: Age of Ultron, the sequel to the original Avengers film that grossed more than US$1.51 in worldwide ticket sales, is set to hit theaters next summer.

Marvel says its North American merchandising partners and retailers will give fans new customized, branded destinations that will highlight different elements of the film and its superhero characters. More information on the various retail destinations will be revealed in the year ahead.

For now, new licensees joining Hasbro, Lego and Hot Wheels include Huffy for wheeled goods, Under Armour for performance wear, as well as Mad Engine and C-Life for the apparel program. Meanwhile, American Greetings will introduce a line of party goods with Hallmark providing social expressions. Jay Franco will roll out a line of bedding.

More partners to support the program will be announced soon.