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Marvel and Monster Jam? 3 Super-Powerful Reasons Why

December 13, 2011 at 6:23 pm by Ted Mininni

We love working with licensed properties. Especially those related to toy and entertainment brands, action figures and superheroes. So, I was excited to learn that Marvel Entertainment has partnered with FELD Motor Sports to add two new Marvel superhero monster trucks for the 2012 Advance Auto Parts Monster Jam tour.

The First Avenger, Captain America and Wolverine, of the X-Men will now roar into the arena with the current Spider-Man and Iron Man monster trucks. The new trucks, each weighing in at a whopping 10,000 pounds, will be competing each weekend around the country, beginning on January 6, 2012.

I think there are three key reasons this partnership works:

• Superheroes are bigger than life and either innately physically strong, or trained to use their super-powers to the max. So are Monster Jam monster trucks.
• Marvel and Monster Jam are both strong entertainment properties. Why not merge the two in a single venue to maximize the entertainment value?
• From a licensed consumer product perspective, it doesn’t get any better than this. The Monster Jam Tour enables Marvel and Monster Jam fans to enjoy the action-packed show, and purchase merchandise featuring the Monster Jam version of their favorite Marvel characters.

What’s not to like?

• What are your thoughts on this licensing partnership, and the idea of portraying Marvel superheroes as Monster Jam monster trucks?
• Which other popular entertainment venues would lend themselves to partnering with your favorite superhero properties?
• Is there risk involved in co-branding entertainment properties? Does the brand equity of one or the other stand the chance of being diluted or compromised in any other way?

We’d love to hear from you!

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