Promotional Partners

In February 2012, it was announced that Marvel has partnered with fragrance company JADS to promote The Avengers with character-based fragrances. The announcement was just ahead of theToy Industry Association's annual February exhibition, where representatives held a sampling booth of the products. Other promotional partners include bracelet-maker Colantotte, Dr Pepper,Farmers Insurance, Harley-Davidson, Hershey, Land O'Frost lunchmeats, Oracle, Red Baron pizza, Symantec, Visa and Wyndham Hotels & Resorts. In total, Marvel and its parent-company Disney secured an estimated $100 million in worldwide marketing support for the film. Notable exclusions include Baskin-Robbins, Burger King and Dunkin' Donuts, who had partnered with Marvel in the past when their films were distributed by Paramount. Disney does not generally promote through fast food outlets.